Brand Tone

Upbeat, Encouraging, and Accessible

Brand Values

• •Positivity and Wellness
• •Customer-Centricity
• •Value and Accessibility
• •Everyday Style

Best Practices

• •Lead with Positivity: Always use uplifting and encouraging language. Words like 'vibrant,' 'happy,' 'confidence,' 'joy,' and 'feel-good' should be staples in your brand vocabulary.
• •Highlight Value Clearly: Every piece of copy should reinforce the customer-friendly offers. Phrases like 'with Free Worldwide Shipping' or 'backed by our Satisfaction Guarantee' should be used frequently to build trust.
• •Focus on the Feeling, Not Just the Feature: Instead of saying 'These leggings are made of spandex,' say 'Our buttery-soft fabric stretches with you for ultimate comfort.' Sell the experience and the 'good mood.'
• •Use a Conversational, Friendly Tone: Write like you're talking to a friend. Use emojis where appropriate (like 😊, ✨, 🧘‍♀️), ask questions in social media captions to encourage engagement, and keep sentences clear and simple.
• •Create an Inclusive Vibe: Use language that appeals to everyone, regardless of their fitness level. Focus on the joy of movement and comfort, not on elite performance. Phrases like 'for every body' and 'your daily dose of comfort' can reinforce this.

Social Perception

The projected social perception of MeLegs is that of a cheerful, budget-friendly online boutique for active and comfort-focused apparel.

Copy Examples

• •Bloom where you are planted. 🌷 Our new Garden Bliss leggings are designed to move with you, from your morning yoga flow to your afternoon walk. Find your 'good mood' outfit. #MeLegs #GoodMoodLeggings #YogaLife #FitnessFashion
• •Good Mood, Delivered. ✨ Feel amazing in every stretch and stride. Shop our new collection of vibrant leggings with Free Worldwide Shipping. #MeLegs
• •Tired of boring activewear? So were we. That's why we created MeLegs—buttery-soft leggings in prints that make you smile. 😊 With our satisfaction guarantee, you'll love them or your money back. Buy any 2 pairs and save $10 today!
• •A little mood-boost for your inbox (and your wardrobe!)
• •Style inspiration for your next workout. Our high-waist leggings provide comfort and confidence for yoga, running, and everything in between. Save this pin for later and discover why we call them 'Good Mood Leggings'. | MeLegs.com