Brand Tone

Empowering, authentic, energetic, and family-oriented, reflecting Jørgine's unpretentious yet motivational persona. It is direct and relatable, encouraging strength and resilience in everyday life.

Brand Values

• •Strength & Resilience
• •Authenticity
• •Holistic Health
• •Family First
• •Accessibility & Practicality

Best Practices

• •Speak from a Personal, Authentic "I": The brand is Jørgine. Copy should often adopt her personal, first-person voice. Use "I believe," "For me," and share personal anecdotes that connect the product to a real experience.
• •Use Empowering, Action-Oriented Language: Employ strong verbs and active sentences. Words like "unleash," "power through," "build," and "conquer" align with the brand's motivational tone.
• •Balance Aspiration with Relatability: Showcase the high-performance aspect of the apparel but always bring it back to everyday life. Pair "crush your personal best" with "and then collapse on the couch for movie night." This reflects the brand's core duality.
• •Incorporate Norwegian "Hygge" & Unpretentiousness: Even while being a fitness brand, embrace the cozy, unpretentious "unjålete" aspect. Talk about comfort, family time, and simple pleasures. This grounds the brand and makes it uniquely Norwegian.
• •Foster a Sense of Community: Use inclusive language like "we," "our community," and "Funkygine Fam." Encourage user-generated content by asking followers to share their own "råsterk" moments, making them active participants in the brand story.

Social Perception

Overwhelmingly perceived as an inspirational, positive, and authentic role model due to Jørgine's work ethic, physical prowess, and candid approach to life. The brand is seen as an authentic extension of her personality, though some minor neutral/critical views exist from general public and professional criticism regarding commercial ventures.

Copy Examples

• •For early mornings, late nights, and all the messy, beautiful moments in between. Our new Essential Hoodie is made for your real life. Because comfort is strength, too. #Funkygine #RealLifeReady
• •Your workout is your power hour. Your clothes shouldn't get in the way. Engineered for every squat, sprint, and stretch, the Råsterk Leggings move with you, not on you. Unleash your strength. #FunkygineShop #StrongerEveryDay
• •GEAR UP FOR YOUR JOURNEY. Whether it's a marathon or a walk in the park, do it with confidence. Get 20% off all our everyday basics this week and feel the Funkygine power. #WearYourStrength
• •From family chaos to finding my focus. My secret? Gear that handles it all. Live your day, your way. Our joggers are back in stock! #Funkygine #DayInTheLife #MomLife
• •Subject: It's more than just a T-shirt. Hi [Name], We believe what you wear should tell your story. A story of strength, resilience, and showing up—even on the hard days. The Funkygine Essential Tee isn't just cotton; it's a reminder that you are capable of amazing things. Join our community of strong women. #FunkygineFam