The tone of voice
of Havaianas
1/26/2022 Havaianas, the international footwear brand with Brazilian roots is best known for its unmistakable flip-flop beloved the world over. The company’s stellar growth from the beaches of Copacabana to the high streets and catwalks of Europe’s capitals has meant its brand voice has not always been as distinctive and consistent as the European marketing team at Havaianas would like.
That’s why Havaianas has tasked KMS TEAM to define how the brand expresses itself when using written or spoken language. The aim is to help articulate its colourful, free-spirited and playful identity as well as ensuring a greater consistency of communication across all touchpoints.
We have a challenging project ahead of us, but the KMS team already understands really well not only our needs but also our brand. The ideal basis for them to deliver the perfect Tone of Voice guide for Havaianas.
The initial scope involves defining a Tone of Voice for the European markets, starting with two key languages for the brand: English and Spanish. KMS TEAM is also collaborating with the Havaianas marketing team to define a glossary of terms to further reinforce brand consistency.
