Numi Brand Voice & Visual Guidelines
Core Brand Promise: Solution-focused women’s essentials that make life easier – sweat-proof, comfortable, invisible undershirts designed for real women.
Brand Voice:
Empowering & Relatable – Speak to busy women solving real problems (sweat stains, dry cleaning, confidence).
Confident & Approachable – Professional yet warm; no hard-sell.
Key Phrases: "Sweat-proof confidence," "Wardrobe problem-solver," "Wear it, forget it," "Feel as good as you look."
Avoid: Medical claims, "miracle cure," fear-mongering about sweat.
Visual Guidelines:
Logo Usage: Download only from Awin creative library. Do not stretch, recolor, or add effects. Minimum size 100px wide.
Key Messaging Points:
World’s first women’s sweat-proof undershirt (Signature, Crop, Lace Overlay).
Ultra-comfortable, machine-washable, invisible under clothes.
Sustainable practices, ethical production, earth-friendly packaging.
Prohibited:
Before/after sweat stain photos (too graphic).
Price comparisons or "cheapest" positioning.
Altered product images or fabricated testimonials.
Comparisons to competitors by name.
Approved Content Angles:
✅ "Finally, an undershirt that stays invisible under white blouses."
✅ "My sweat-proof secret for 12-hour workdays."
✅ "Sustainable undershirts that actually perform."
❌ "Never sweat again!" / "Cures hyperhidrosis."
