Brand Tone

Modern & Minimalist, Trendy & Progressive, Direct & Pithy, Street-Smart & Edgy, Accessible

Brand Values

• •Affordability/Fair Pricing
• •Keeping Things Simple
• •Progressive Design & Staying On-Trend
• •Quality (Stated)
• •Direct-to-Consumer Model
• •Customer-Led / Data-Driven

Best Practices

• •Keep it Concise and Direct: Avoid overly descriptive or flowery language. Use short sentences and get straight to the point. Focus on clarity and impact.
• •Embrace Minimalist Language: Reflect the "mnml" name in the copy. This means choosing words carefully and avoiding unnecessary jargon or overly complex sentence structures.
• •Highlight Core Values Subtly: Weave in the ideas of fair pricing, progressive design, and essential style without being repetitive or preachy. Let the product and the overall brand presentation do much of the talking.
• •Stay Current with Streetwear Vernacular (Authentically): Use language that resonates with the target streetwear audience (primarily Gen Z and Millennials who value authenticity). This might include relevant slang or cultural references, but ensure it feels natural and not forced.
• •Maintain Visual and Verbal Synergy: Ensure the copy on social media, product descriptions, and ads aligns with the visual aesthetic. If the imagery is clean and edgy, the copy should reflect that same mood. The tone should be consistent across all customer touchpoints.

Social Perception

Trendy and Stylish for the Price, Mixed Quality Perception, Concerns about Customer Service and Shipping, "Fast Fashion" Reputation / Design Inspiration, Strong Social Media Presence & Influencer Marketing, Varying Legitimacy Concerns

Copy Examples

• •MNML. Essentials. Elevated. Streetwear redefined at a real price.
• •Fresh drop. The [Product Name] just hit. Clean lines, max impact. Don’t sleep on this. Shop now via link in bio. #mnml #streetstyle #newarrivals
• •Built for the streets. Our signature [Denim Style] denim features a progressive [Fit Type e.g., stacked, flare] silhouette with [Key Detail e.g., subtle distressing, custom hardware]. Premium feel, no markups. Your daily uniform, upgraded.
• •MNML: Prices Cut. Styles You Want.
• •Quick cuts of an influencer effortlessly styling one mnml hoodie in 3 different ways. Text overlay: "One hoodie. Zero limits. MNML."