Brand Tone

Mindful & Conscious; Minimalist & Serene; Innovative & Authentic

Brand Values

• •Sustainability
• •Innovation
• •Simplicity & Functionality
• •Local Craftsmanship
• •Quality

Best Practices

• •Lead with Purpose, Follow with Product: Always start with the "why"—the mission of sustainability and circular living. Frame the products not as mere objects, but as tools for participating in this mission.
• •Use a Mindful Lexicon: Incorporate words that reflect the brand's values. Use terms like "cycle," "return," "renew," "conscious," "mindful," "longevity," and "purpose" instead of generic marketing words.
• •Emphasize the Sensory Experience: The product's design is a key feature. Use descriptive language to evoke the feeling of the matte texture, the soft form, the warmth of the material, and the minimalist aesthetic.
• •Tell the "Made in Japan" Story Authentically: Connect the brand's innovation to its roots. Mention the collaboration in Fuji City and how the colors are inspired by the local landscape. This adds a layer of authenticity and quality that resonates with the target audience.
• •Maintain Visual and Textual Simplicity: Just as the product design is minimalist, the copy should be clean, clear, and uncluttered. Avoid hype and exclamation points. Let the confidence of the concept and the quality of the product speak for themselves. White space in web design and calm, focused captions on social media will reinforce the brand's serene tone.

Social Perception

As a new brand, Mawal is perceived as a niche player in the sustainable living market. The target audience appears to be environmentally conscious consumers who also have a strong appreciation for Japanese minimalist design and innovation. The perception is that of a premium, thoughtful brand that offers more than just a product; it offers participation in a sustainable system. It is seen as forward-thinking and responsible.

Copy Examples

• •The Future is in Your Hands. And on Your Table. Introducing Mawal. Beautifully designed tableware made from a revolutionary, plant-derived material. Infinitely recyclable, designed for life. Join the circular economy.
• •Beauty that returns. Our Owan Bowl isn't just designed for your table, but for the future of our planet. Made from a unique cellulose fiber, it’s created to be used, loved, and eventually, remade. This is Mawal—where we throw away the idea of throwing away. #Mawal #SustainableLiving #CircularDesign #MadeInJapan
• •Mawal Spoon - A Scoop of Sustainability. Every detail of the Mawal Spoon is crafted with purpose. Its gentle curves and matte texture feel warm and natural to the touch. Engineered from durable, heat-resistant cellulose fiber, it’s built for daily use. When its long life is over, we welcome it back to begin a new one. Choose from seven nature-inspired colors and make every meal a mindful moment.
• •Don't just buy a bowl. Start a cycle. Discover Mawal, the tableware that never becomes waste.
• •What if Your Tableware Could Live Forever? We challenged ourselves to create a product that never has to be thrown away. The result is Mawal. By combining innovative material science with timeless Japanese design, we created a tableware collection that can be fully recycled back into itself. Learn more about our process and the future of sustainable materials.