Brand Tone

Playful & Vibrant, Modern & Minimalist, Design-Oriented & Confident, Slightly Quirky/Artistic, Approachable & Pragmatic

Brand Values

• •Curiosity, Passion, Attention to Detail
• •Quality
• •Design & Style
• •Functionality & Originality
• •Italian Heritage

Best Practices

• •Embrace the Color: Let the vibrant, playful, and colorful aspect of the brand shine through in word choice. Use energetic and positive language.
• •Highlight Italian Design & Quality: Subtly weave in the Italian heritage and the commitment to high-quality materials and craftsmanship. This adds a layer of sophistication and trust.
• •Keep it Modern & Minimal (in language too): Reflect the product design with clear, concise, and contemporary language. Avoid overly fussy or archaic terms.
• •Inject Personality & Playfulness: Don't be afraid to be a little quirky or witty, especially on social media. This aligns with some of their more artistic campaign visuals.
• •Focus on the "Why": Connect with the values of curiosity, passion, and the joy of travel/expression that inspired the brand's creation. Tell stories, not just list features.

Social Perception

Positive Association with Design and Quality, Niche Appeal, Modern and Trendy, Limited Mainstream Awareness

Copy Examples

• •Headline: Don't Blend In. Pop Out. Body: Your life’s too vibrant for boring bags. Mueslii brings Italian design and a burst of color to your everyday carry. #BeMueslii #ItalianDesign
• •Headline: Seriously Playful. Playfully Serious. Body: We obsess over quality (hello, CORDURA®!) so you can focus on fun. Discover Mueslii: where meticulous craftsmanship meets maximum style. #MuesliiQuality #PaddedPerfection
• •Headline: From Milan, With Love & Lego-like Lumps. Body: Okay, not actual Lego, but our iconic padded style is just as fun and way more functional. Mueslii: Carry your world, colorfully. #OriginalPaddedBackpack #MuesliiStyle
• •Headline: Your Adventure. Your Hue. Body: Minimal design, maximal impact. Mueslii backpacks are built for wherever life takes you, reflecting every shade of your personality. What’s your Mueslii color? #TravelInColor #MuesliiAdventures
• •Headline: More Than A Bag. It’s a Mueslii. Body: Born from a passion for travel and an eye for detail. Experience the difference of Italian design and innovative features. Get your Mueslii. #Since2007 #CuriosityDriven