Brand Tone

Uplifting, Artistic, and Mindful; warm-hearted and sassy, vibrant, positive, encouraging, spiritual without being dogmatic, personal and authentic.

Brand Values

• •Joy and Well-being
• •Artistic Self-Expression
• •Authenticity
• •Empowerment
• •Quality and Consciousness

Best Practices

• •Always Channel the Artist: Frame the narrative around the brand's artistic origin. Use phrases like "from our canvas to your closet," "art you can wear," and "designed by our founder" to reinforce the unique value proposition.
• •Speak the Language of Well-being: Use an uplifting vocabulary that includes words like "joy," "vibrant," "bliss," "blessed," "flow," and "energy." Connect the products to feelings of happiness and health.
• •Be Personally Engaging: Write in a warm, first-person plural ("we," "our tribe") or second-person ("for you") voice. Avoid cold, corporate language. Ask questions and invite interaction to build the "cheerful tribe."
• •Embrace the "Sassy" but "Warm-Hearted" Duality: The copy can be confident and playful ("Life's too short for boring clothes") while remaining encouraging and inclusive. It's a balance between being bold and being kind.
• •Subtly Weave in the "Moksha" Philosophy: Use the brand's name and its meaning as a metaphor for freedom, self-discovery, and happiness in everyday life. Connect this concept to the comfort and expressive design of the athleisure wear.

Social Perception

MOKSHAMAN® is perceived as a niche, boutique athleisure brand with a strong artistic identity. It's seen as an extension of its founder, Katja Peter, conveying authenticity and passion. Customers see it as a source for unique, non-mainstream activewear with a story. It's positioned as a mindful choice for those interested in wellness, yoga, and personal growth, with European brand appeal and implicit quality design.

Copy Examples

• •Find your flow, in color. Our new 'Stay Blessed' leggings aren't just for practice; they're wearable art designed to move with you, stretch with you, and brighten your every moment. Unlock your joy. #Mokshaman #WearableArt #GoodMoodVibe
• •Life is too short for boring clothes. MOKSHAMAN® was born from a simple desire: to turn vibrant art into comfortable, feel-good athleisure. For the yoga class, the home office, and everything in between. Designed to see you happy. Shop our collections.
• •The 'Urban Jungle' Collection is here. Embrace your wild side with bold prints and the organic cotton comfort you love. Be real. Be you. Be free. Discover the new designs.
• •Subject: A little happiness, delivered. ✨ Hey, tribe! We believe your clothes should be as vibrant as your spirit. That's why every MOKSHAMAN® piece starts as a unique illustration, infused with joy and made with love. Thank you for being part of our journey. See what's new.
• •Meet your new favorite hoodie. Made from ultra-soft organic cotton, the 'MAARI' Zip Hoodie is your perfect companion for cozy mornings and breezy evenings. With intricate embroidery and a relaxed fit, it’s more than comfort—it's a statement of well-being. #FeelGoodFashion