Brand Tone

Creative, confident, and effortlessly cool; approachable yet aspirational, positioning itself as a movement. Artistic, modern, with a touch of Mediterranean and "castizo" flair.

Brand Values

• •Creativity and Originality
• •Quality
• •Exclusivity
• •Community
• •Independence

Best Practices

• •Stay True to the "Effortlessly Cool" Tone: The language should be confident and direct, but not overly formal or corporate. Keep sentences concise and impactful.
• •Highlight Quality and Origin: Always mention the use of organic cotton and production in Portugal to reinforce the brand's commitment to quality.
• •Emphasize Scarcity: Use phrases like "Limited Edition," "Last Units," or "Before it's gone" to create a sense of urgency and exclusivity.
• •Connect with the Creative Vision: Frame the brand as a "creative movement." Use storytelling to explain the inspiration behind the designs, connecting them to art, culture, and everyday life.
• •Let the Visuals Lead: The copy should complement the strong visual identity of the brand. Use descriptive language that enhances the aesthetic of the product photography.

Social Perception

A rising star in the Spanish streetwear market, successfully carving out a niche among a young, style-conscious demographic. Seen as disruptive, innovative, and influential with a smart marketing strategy.

Copy Examples

• •Our new 'Spicy Life' tee. For those who live with a little extra flavor. Made with 100% organic cotton. Available now.
• •The Art of the Everyday. Discover our new collection of wearable art. Limited edition, as always.
• •Be the first. Our latest drop is here, inspired by the simple joys of a Mediterranean summer. Shop now before it's gone.
• •Tired of the same old basics? MUGO DEPARTMENT is a creative movement from Madrid, offering original designs on high-quality, organic cotton. Make it different.
• •The 'Tomate' Tee. A tribute to the simple, vibrant things in life. This regular-fit t-shirt is crafted from soft, 220 GSM organic cotton and features a unique digital print. Wear it and feel the sun.