Brand Tone

Refined & Elegant, Expert & Authoritative, Respectful & Mindful, Traditional yet Innovative, Authentic & Passionate

Brand Values

• •Quality & Craftsmanship
• •Tradition & Heritage
• •Sustainability & Longevity
• •Design & Aesthetics
• •Customer Experience & Education
• •Innovation

Best Practices

• •Emphasize Heritage and Craftsmanship: Consistently weave in the brand's 80-year history, German origins ("Made in Stützengrün"), and the meticulous care taken in creating each product. Use terms like "manufactory," "handcrafted," and "precision."
• •Maintain an Elegant and Refined Vocabulary: Use sophisticated language that mirrors the premium quality of the products. Avoid slang or overly casual terms. Focus on words that evoke quality, timelessness, and sensory experience.
• •Highlight Sustainability and Durability: Integrate messages about the longevity of the products, the use of sustainable materials, and eco-conscious practices. This appeals to modern consumer values and reinforces the idea of an investment rather than a disposable purchase.
• •Promote the "Shaving Culture" (Rasurkultur) Concept: Frame shaving not just as a task, but as a mindful ritual and a moment of self-care. This elevates the product beyond its functional use.
• •Showcase Aesthetic Appeal with Quality Visuals: Ensure all imagery aligns with the brand's elegant and timeless aesthetic. High-quality photography and videography that highlight the design and materials of the products are crucial for reinforcing the brand perception.

Social Perception

High-Quality & Premium, Reputable & Trustworthy, Aspirational & Sophisticated, Good Value for Longevity, Associated with a Mindful Lifestyle, Eco-Conscious

Copy Examples

• •Headline: MUHLE: Where Craftsmanship Meets Ritual. Body: Rediscover the art of shaving. For 80 years, MUHLE has handcrafted exceptional tools that transform your daily routine into a moment of mindful precision. Experience the lasting quality of German engineering. Call to Action: Explore the Collection.
• •Headline: Timeless Design, Sustainable Shaving. Body: Invest in a shave that endures. MUHLE razors and brushes are built for a lifetime, marrying elegant aesthetics with a commitment to sustainable materials and practices. Shave well, consciously. Call to Action: Discover Our Eco-Conscious Range.
• •Headline: The Heart of Shaving Culture: The MUHLE Brush. Body: More than a tool, it's an invitation. Our meticulously crafted shaving brushes—from silvertip badger to innovative vegan fibres—are designed to create the perfect lather and elevate your sensory experience. Call to Action: Find Your Perfect Brush.
• •Headline: Precision Engineered in Germany. Cherished Worldwide. Body: From the Ore Mountains to your bathroom, every MUHLE piece carries a legacy of quality. Feel the difference that expert craftsmanship and superior materials make to your closest, most comfortable shave. Call to Action: Experience MUHLE.
• •Headline: Beyond the Shave: A Moment for Yourself. Body: MUHLE invites you to embrace "Rasurkultur"—the culture of shaving. It's about taking time, appreciating the quality of your tools, and turning a necessity into a cherished daily ritual. Call to Action: Elevate Your Ritual.