Brand Tone

Calm & Gentle, Minimalist & Sophisticated, Conscious & Responsible, Playful & Authentic, Inspiring & Aspirational (Subtle)

Brand Values

• •Quality & Craftsmanship
• •Sustainability
• •Simplicity & Functionality
• •Unisex Design
• •Comfort
• •Longevity & Timelessness
• •Responsible Production

Best Practices

• •Prioritize Gentle & Evocative Language: Use words that convey softness, comfort, and simplicity (e.g., "gentle," "soft," "cosy," "pure," "simple," "explore"). Avoid overly technical jargon or loud, aggressive sales language.
• •Emphasize Core Values Subtly: Weave in values like sustainability, quality, and timelessness naturally into the narrative rather than making them sound like forced claims. For example, instead of "We are sustainable," try "Crafted with care for your child and the planet."
• •Maintain Visual-Textual Harmony: Ensure the copy complements the minimalist, natural, and calm aesthetic of MINGO's visuals. The tone of the text should feel like an extension of the images.
• •Speak to the Thoughtful Parent: Address the parent who values quality, longevity, and conscious consumerism, while always keeping the child's comfort and freedom to play at the forefront.
• •Keep it Concise & Authentic: Reflect the minimalist design philosophy in the copy. Be clear, to the point, and genuine. Share behind-the-scenes glimpses or founder stories to reinforce authenticity, as seen on their YouTube.

Social Perception

High-Quality & Durable, Stylish & Aesthetically Pleasing, Comfortable & Practical, Sustainable & Conscious Choice, Trustworthy, Good for Basics/Essentials, International Appeal

Copy Examples

• •Instagram Post (Image: Child playing outdoors in MINGO striped tee and shorts): Made for sunny days and endless adventures. Our soft, organic cotton basics are designed to let your little explorer move freely and comfortably. Discover timeless style that’s kind to the planet. #MINGOkids #SustainablePlay #KidsEssentials
• •Website Banner (Homepage): MINGO: Simply dressed, ready for the world. Unisex basics, consciously crafted in Europe for comfort that lasts.
• •Product Description (for a new sweater): Embrace the gentle touch of our new unisex sweater. Woven from the softest organic cotton, its minimalist design and durable knit make it a cherished piece for every season. Because childhood is about comfort, quality, and confident exploration. Wear it, love it, pass it on.
• •Email Newsletter Snippet (Subject: Less is More: Introducing Our Core Collection): At MINGO, we believe in the beauty of simplicity. Our Core Collection features thoughtfully designed, unisex pieces made from sustainable materials, ensuring your child is comfortable and stylish, season after season. No trends, just timeless essentials for little adventurers.
• •Facebook Ad (Carousel showing different ways to style a basic MINGO legging): One pair of leggings, countless ways to play. MINGO’s versatile basics are designed for comfort, durability, and effortless style. Made with love in Portugal from organic cotton – because quality and care go hand in hand.