Brand Tone

Friendly and Approachable, Design-Conscious and Stylish, Responsible and Ethical, Practical and Safety-Oriented, Joyful and Positive

Brand Values

• •Safety & Visibility
• •Finnish Design & Heritage
• •Quality & Durability
• •Sustainability & Responsibility
• •Joy & Practicality
• •Innovation
• •Transparency

Best Practices

• •Always Weave in Core Values: Ensure that copy subtly (or overtly, where appropriate) reflects Moiko's commitment to safety, Finnish design, quality, sustainability, and joy. For instance, when talking about materials, mention "mulesing-free merino wool" or "recycled fibers."
• •Embrace "Friendly Authority": Write in a warm, approachable, and helpful manner, but also with the confidence that comes from offering high-quality, award-winning, and responsibly made products.
• •Highlight the "Why" Behind the "What": Don't just describe the product (e.g., "reflective beanie"). Explain the benefit and the brand's philosophy (e.g., "Stay visible and cozy on your adventures with our Finnish-designed reflective beanie, because we believe safety should never compromise style").
• •Use Storytelling: Share the brand's origin story, the inspiration behind designs, or how products fit into customers' lives. This builds connection and reinforces brand identity.
• •Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual aesthetic of the brand (bright, clean, stylish, often featuring nature or everyday Finnish life). Use clear, positive language that complements the visuals.

Social Perception

Positive Customer Feedback, Associated with Finnish Design and Quality, Innovative and Award-Winning, Ethical and Responsible Brand

Copy Examples

• •Headline: Shine On, Safely. Body: "Discover Moiko's Finnish-designed reflective mittens and beanies. Crafted from the finest merino wool, our accessories keep you warm, visible, and effortlessly stylish through every season. It's not just an accessory; it's peace of mind, beautifully made. #MoikoShine #FinnishDesign #SafeAndStylish"
• •Headline: Wrap Up in Responsibility. Body: "Feel good inside and out with Moiko. Our cozy merino wool pieces are sustainably sourced and locally produced in Europe, because we believe in fashion that cares for you and the planet. Stay warm, be seen, and support ethical design. #Moiko 책임감 #SustainableFashion #MadeInEurope"
• •Headline: Little Details, Big Impact. Body: "It started with a simple idea: combine safety with everyday warmth. Moiko's reflective designs are thoughtfully created to make you visible when it matters most, without compromising on style. Perfect for city strolls or countryside adventures. See and be seen with Moiko. #ReflectiveGear #FinnishInnovation #EverydaySafety"
• •Headline: The Gift of Glow. Body: "Looking for a gift that’s both beautiful and practical? Moiko’s award-winning reflective accessories bring joy and safety to your loved ones. Finnish design, premium materials, and a touch of shine – it's a gift that truly shows you care. #MoikoGifts #ThoughtfulGiving #DesignFromFinland"
• •Headline: Your Everyday Adventure, Illuminated. Body: "From the school run to evening walks, Moiko keeps you shining. Our playful yet practical designs, including Moomin collaborations, are made for life's moments, big and small. Durable, comfortable, and always visible. Let Moiko light up your way. #MoikoAdventures #FamilySafety #ReflectiveStyle"