Brand Tone

Aspirational & Adventurous, Casual & Approachable, Eco-conscious & Responsible, Dynamic & Modern

Brand Values

• •Sustainability & Eco-consciousness
• •Adventure & Discovery
• •Individuality & Authenticity
• •Perseverance & Resilience (#NeverSurrender)
• •Connection & Shared Moments
• •Quality & Style

Best Practices

• •Develop a "Voice & Tone" Guide: Create a clear document outlining Kimoa's brand personality, core values, key messaging pillars, target audience personas, and specific "do's and don'ts" for language (e.g., use active voice, incorporate storytelling, preferred level of formality, words to use/avoid). This ensures everyone creating content is aligned.
• •Embrace the #NeverSurrender & Adventurous Spirit: Infuse copy with a sense of optimism, resilience, and a call to explore. Use active, inspiring language that encourages customers to live life to the fullest and overcome challenges. Connect this spirit to both the products and the lifestyle Kimoa represents.
• •Lead with Sustainability Authentically: Weave in the eco-conscious message naturally, not as an afterthought. Highlight specific sustainable materials (like organic cotton or recycled PET) and practices (local manufacturing) in product descriptions and brand stories. Be transparent and avoid greenwashing.
• •Maintain a Conversational and Approachable Style: While aspirational, the tone should remain grounded and friendly, like talking to a like-minded friend. Use inclusive language. For general lifestyle content, keep it casual and relatable, reflecting the "sitting and watching the sun go down together" origin.
• •Channel Fernando Alonso (Subtly or Directly When Appropriate): Leverage the founder's connection strategically. His drive, passion, and connection to high-performance can be mirrored in the tone for relevant product lines (e.g., racing-inspired gear, e-bikes). However, ensure the broader lifestyle appeal isn't overshadowed unless the context is specifically F1-related. The brand's core identity is a lifestyle that *includes* but isn't solely defined by racing.

Social Perception

Positively associated with Fernando Alonso, Recognized for its sustainability efforts, Seen as a lifestyle brand, Generally perceived as offering stylish and comfortable products, Quality perception is mixed, The cultural appropriation incident in 2020 negatively impacted perception among some audiences, The acquisition by Revolution Brands and planned North American expansion suggest a brand with growth ambitions.

Copy Examples

• •Instagram Post (Image: Sunset over a beach with someone wearing a Kimoa cap): Chase the horizon. Embrace the glow. Every sunset is an invitation to dream bigger. Our latest eco-friendly caps are made for these moments – sustainably stylish, effortlessly Kimoa. #KimoaLife #NeverSurrender #SustainableStyle
• •Product Description (For a recycled material t-shirt): More than just a tee, it's a statement. Crafted from 100% recycled materials, this shirt embodies the Kimoa spirit: live freely, explore endlessly, and leave a lighter footprint. Soft, durable, and designed for your next adventure – wherever it takes you. #WeAreKimoa #EcoUrban #AdventureReady
• •Website Banner (Featuring Fernando Alonso): Driven by passion. Designed for life. Fernando Alonso’s vision of a sustainable, adventurous lifestyle comes alive with Kimoa. Discover the collection that’s built to explore, perform, and inspire. #KimoaRacing #SustainablePerformance
• •Email Subject Line (For a new collection launch): Your Next Adventure Starts Here. Explore the New Kimoa Collection!
• •Facebook Ad (Carousel showing various products – sunglasses, hoodies, e-bike): From city streets to mountain peaks, Kimoa moves with you. Gear up with our latest sustainable apparel, high-performance eyewear, and innovative e-bikes. It’s not just what you wear, it’s how you live. #Kimoa #LiveTheAdventure #EcoFriendlyGear