Brand Tone

Empowering, Inclusive & Welcoming, Authentic & Real, Community-Oriented & Supportive, Proudly Indigenous & Cultural, Inspiring & Motivational

Brand Values

• •Inclusivity & Diversity
• •Empowerment
• •Kaupapa Māori
• •Authenticity
• •Community
• •Quality & Fit
• •Inspiring Change
• •Sustainability

Best Practices

• •Embrace "Mana Wāhine": Always write from a place of empowering women. Copy should uplift, celebrate strength, and build confidence. Avoid language that could be perceived as judgmental or exclusive.
• •Use Inclusive Language: Consciously choose words that resonate with women of all sizes, ethnicities, and fitness levels. Showcase diversity in storytelling and visuals to reinforce this. Reference the wide size range often.
• •Integrate Te Reo Māori Authentically: Weave in Māori words and phrases where appropriate and natural, often providing context or meaning. This reinforces the brand's unique identity and cultural pride. Ensure correct usage and pronunciation if creating audio/video content.
• •Speak from the Heart (Authenticity): Channel the founder's personal story and the "why" behind the brand. Be transparent and genuine in communications. Share customer stories and testimonials to build social proof and connection.
• •Foster Community Dialogue: Use "we" and "us" to create a sense of belonging. Encourage interaction by asking questions, running polls, and featuring user-generated content. Position the brand as a supportive partner in their health and wellness journey.

Social Perception

Positive & Respected, More than a Brand, Game Changer, Culturally Significant, Trustworthy

Copy Examples

• •Instagram Post (Image: Diverse group of women laughing in HINE gear): Every body is a Hine body. Made to move, made to shine, made for YOU. ✨ Unleash your ihi (power) with activewear that celebrates every curve, every journey. Join the Hine Movement. #HineCollection #ManaWahine #MadeToMove #SizeInclusiveActivewear
• •Website Banner (New Collection Launch): Kia Ora, Hine! Your new essentials have arrived. Crafted with love, designed for all, and infused with the strength of our heritage. Discover the collection that moves with you. #HineStory #NewCollection #EmpoweredByHine
• •Facebook Ad (Targeting women interested in fitness and body positivity): Tired of activewear that doesn't get you? At HINE COLLECTION, we believe every woman deserves to feel fierce and fly while she moves. Founded from a real journey, for real women. Sizes XXS - 8XL. Find your perfect fit and feel the Hine difference. Shop now! #HineActive #BodyPositiveFitness #NZMade #MāoriOwned
• •Email Subject Line (Promoting a community event or challenge): Wāhine Toa! Let's Move Together - The Hine Community Challenge Starts Now! Email Body Snippet: At HINE, we're more than just activewear – we're a whānau. Join us for our [Challenge Name] and let's uplift and empower each other, one movement at a time. Are you in? #HineWhanau #CommunityLove
• •TikTok Video Caption (Founder sharing a message): From my own struggle to find activewear that fit, HINE was born. To every wahine out there, you are seen, you are strong, you are Hine. This is for us. ❤️ #HineFounder #OurStory #Empowerment #SizeInclusivity #RealTalk