Brand Tone

Friendly, Community-focused, Inclusive, Youthful, Stylish, Minimalist, Confident, and occasionally Playful/Bold.

Brand Values

• •Community & Togetherness
• •Sustainability & Quality
• •Timeless Design & Simplicity
• •Comfort & Self-Expression
• •Inclusivity & Diversity

Best Practices

• •Embrace 'Community' Language: Consistently use terms like 'MAUS Community,' 'MAUS fam,' 'Be a MAUS too,' and address the audience directly and inclusively (e.g., 'Hey Maus'). This reinforces the core value of togetherness.
• •Highlight Values Subtly: Weave in mentions of sustainability, quality materials (like organic cotton), and timeless design naturally within product descriptions and posts, rather than making it the sole focus of every message.
• •Maintain a Youthful & Positive Voice: Keep the language generally upbeat, friendly, and encouraging. Use emojis where appropriate for the platform (especially Instagram and TikTok) to add personality.
• •Balance Minimalist Style with Bold Statements: While the design aesthetic is minimalist, the brand's voice can have moments of boldness and confidence, especially when talking about self-expression or community values (e.g., 'Discreet was yesterday,' 'Wir machen's bold').
• •Be Playful with 'MAUS': Continue the clever use of 'Maus' (German for mouse) in a way that is endearing and brand-specific, like 'Lieblingsmaus' or 'Basic Mäuse.' Ensure this translates well if targeting broader audiences but lean into it for the German-speaking base.

Social Perception

A modern, stylish, and conscious brand that fosters a sense of community among its customers. Users engage positively, especially on TikTok. Customer feedback is consistently positive about product quality and design.

Copy Examples

• •Instagram Post (New Hoodie Release): Cozy vibes incoming! ✨ Our new [Color] MAUS Hoodie is here to wrap you in comfort and minimalist style. Made with organic cotton because we love our planet as much as we love our community. Tap to shop and join the MAUS fam! #dumaus #MAUScommunity #WearWhoYouAre #SustainableStyle #MinimalistFashion
• •TikTok Video Caption (Styling a T-shirt): Basic? Never boring. 😉 Rock your MAUS tee your way! How do you style yours? Show us! #mausstyle #BeAMaus #StreetwearGermany #OOTDGermany #CommunityLove
• •Website Banner (General): MAUS: More Than Just Clothes. It's a Community. It's a Vibe. Discover timeless pieces designed for comfort, connection, and celebrating YOU. #dumaus #CelebrateLife #AgainstHate
• •Email Newsletter Subject Line (Sale Promotion): Hey MAUS! 👋 Your next favorite piece is waiting (and it's on sale!).
• •Pinterest Pin Description (Beanie): Satin-lined comfort meets street style. Our MAUS beanie keeps you looking cool and feeling good, frizz-free. Crafted for every MAUS out there. #dumaus #BeanieSeason #MinimalStyle #CommunitySpirit #EthicalFashion