Brand Tone

Sincere, calm, and mindful; educational and passionate about sustainability and craftsmanship. Communication is friendly and personal, yet professional and sophisticated, avoiding fleeting trends for an enduring, thoughtful voice.

Brand Values

• •Sustainability
• •Timeless Design
• •Craftsmanship & Quality
• •Transparency
• •Ethical Production

Best Practices

• •Lead with Values: Start every piece of copy, from a tweet to a product description, by considering which core value it reflects—sustainability, timelessness, or craftsmanship. This ensures the message is always rooted in the brand’s foundation.
• •Use Mindful Language: Employ words that evoke calmness, intention, and quality. Terms like "thoughtful," "enduring," "crafted," "conscious," and "timeless" reinforce the brand’s tone more effectively than generic marketing buzzwords.
• •Educate, Don’t Just Sell: Share the story behind the products. Explain what "vegetable-tanned leather" means or introduce the artisans. This educational approach builds trust and deepens the customer's appreciation for the product's value.
• •Maintain Visual and Textual Harmony: Ensure the calm, minimalist aesthetic of your photography is mirrored in your writing. Use clean formatting, ample white space, and a serene, confident voice to create a cohesive experience.
• •Engage with Sincerity: When interacting with customers on social media or in emails, respond with the same genuine, friendly, and helpful tone used in your primary content. This consistency across all touchpoints builds a strong and authentic brand personality.

Social Perception

MOIMOI is perceived as a trustworthy, high-quality, and sustainable brand. Customers highly value its quality craftsmanship, beautiful design, and product durability. It is recognized by online publications and directories as a reputable, ethical company, making it a go-to for consumers seeking stylish, long-lasting, and responsibly produced accessories.

Copy Examples

• •It’s all in the details. The gentle curve of a pocket, the path of a single stitch, the soft feel of vegetable-tanned leather. These are the marks of true craftsmanship—details that ensure your bag is not just for a season, but for a lifetime. #moimoiaccessories #TheArtOfDetail #SustainableLuxury
• •Your everyday bag should be as kind as it is beautiful. At MOIMOI, we create timeless accessories from sustainable materials with transparent production. Choose a bag that carries your values. Discover our collection. #SustainableFashion #EthicalStyle #MadeInEU
• •In a world of fast trends, we believe in the power of enduring style. Our accessories are designed to be timeless companions, aging beautifully with you. Invest in quality you can cherish for years to come. #SlowFashion #TimelessDesign
• •From a small sketch in Helsinki... ...to a finished piece in your hands. Every MOIMOI bag begins with a simple idea: to create something beautiful, functional, and sustainable. Our journey takes us from our design studio in Finland to our artisan workshops in Spain, where every piece is crafted with care and respect for the planet. Thank you for being part of our story. #OurJourney #BehindTheBrand
• •Meet Inka, a testament to style without compromise. Crafted from a premium, eco-friendly vegan material, it has the same timeless look and durable feel as our classic leather, all while being waterproof and exceptionally light. Lined with recycled polyester, the Inka bag proves that sustainable choices can be the most beautiful. #VeganLeather #ConsciousChoice #NordicMinimalism