Brand Tone

Aspirational & Empowering, Premium & Quality-Focused, Conscious & Transparent, Minimalist & Sophisticated.

Brand Values

• •Quality & Durability
• •Sustainability & Ethical Responsibility
• •Functionality & Versatility
• •Confidence & Empowerment
• •Authenticity & Passion

Best Practices

• •Always Weave in Core Values: Every piece of copy, whether for a product description or a social media post, should connect back to at least one core value: quality, sustainability, functionality, or confidence.
• •Lead with 'Swedish/European' Quality: Use the Scandinavian heritage and European manufacturing as a key differentiator. It immediately anchors the brand in a context of high standards, minimalist design, and ethical production.
• •Maintain a Confident, Clean Tone: The language should be direct, sophisticated, and empowering. Avoid clichés, slang, and overly aggressive sales language. Let the quality of the product speak for itself.
• •Emphasize 'Investment' over 'Purchase': Frame the products as long-lasting investments in a customer's active lifestyle, not as disposable fashion items. Use terms like 'durable,' 'long-lasting,' and 'timeless.'
• •Tell the Story Visually and Textually: Combine the clean, aspirational imagery on social media and the website with copy that tells the story behind the product—from the initial idea among friends to the ethical manufacturing process. This builds a deeper connection with the consumer.

Social Perception

Movement Revolution is perceived by its audience as a high-quality, niche activewear brand. The 'Made in Europe' and 'Swedish design' tags contribute to a perception of premium value and trustworthiness. Customers who purchase from the brand seem to appreciate the investment in quality materials and ethical production. While the brand does not yet have the widespread recognition of global giants, it appears to command loyalty from a customer base that values performance, style, and sustainability over fast fashion.

Copy Examples

• •Designed in Sweden, made for the world. Our commitment goes beyond style—it’s woven into every fiber. Each piece is ethically crafted in Portugal from sustainable, high-performance fabrics, so you can feel good about what you wear, and how it’s made. #MoreSportsbrand #SustainableActivewear #EthicallyMade
• •The Apex Legging: Engineered for Every Movement. Don’t just move. Perform. The Apex Legging is crafted from our signature high-end performance fabric that offers both support and breathability. Designed in Sweden and the UK, and manufactured in Portugal, its durable construction and flawless fit ensure it lasts through your toughest workouts and beyond. This isn’t just apparel; it’s an investment in your performance.
• •Subject: From Morning Run to Coffee Run. Your life isn’t one-dimensional, and your wardrobe shouldn’t be either. The Alana Set is designed for seamless transitions. Its elegant cut and superior comfort make it perfect for the gym, the street, and everywhere in between. Discover apparel that keeps up with you.
• •Unleash Your Revolution. Confidence isn’t given, it’s built. Our apparel is designed to support every step of your journey. Feel the difference of high-quality, functional activewear that moves with you and empowers you. Start your movement today.
• •More Than a Brand: A Friendship. It started on a balcony in Uppsala, Sweden, with a simple idea: create the activewear we always wanted but could never find. MO|RE was born from a passion for movement and a frustration with apparel that didn't perform. That passion is now our promise to you—unmatched quality, timeless style, and a commitment to a better way of doing things.