Making moves.

  • Naming
  • Tone of voice
  • Copywriting
  • Ecommerce

Read this if you’re looking to: engage a niche audience with a game-changing point of view.

Website Copywriting
Key messages and tone of voice

It’s high time activewear stepped up to the plate.

Viren is a new high performance apparel brand, born to empower resilient women everywhere. Women who embrace a challenge head on. Women who set goals and run at them, knowing it won’t be easy. Women who push through the setbacks, never to be underestimated. 

Key messages and web copy

Gear up for greatness.

Obsessed with quality at every step, Viren brings transparent testing, long lasting fabrics and ethical practices to a category bloated with mainstream brands cutting corners left, right and centre. Our challenge? To capture this specific attitude in the brand’s naming and tone of voice, all the way down to web and product copy.

Key messages and web copy

Writing principles

1. Fearless and free
2. Power and passion
3. Community first
4. Balance is key

Key messages and web copy

Our Approach

  • 1. A resilient tone of voice

    Working alongside Pentagram as they developed the visual identity, we delivered key messages, tone of voice principles and a brand manifesto. When to ramp things up, when to dial them down, and when to go full technical without going too far: guidance and examples for all this and more gave us a springboard for writing distinctive, strategically-sound copy from there.

  • 2. Naming as storytelling

    Having initially collaborated with Pentagram on the brand name, we were tasked with naming the brand’s core collections. The final name selection captures the fearless team mentality the brand shares with its community (with a lil competitive twist thrown in for good measure) – paving the way for storytelling opportunities in future social campaigns.

  • 3. Copy with flex

    Ahead of Viren’s launch, we were invited back to write the site copy. This meant navigating shifts in messaging and tone from telling stories to selling products. Bold headlines convey the brand’s powerful stance and longer form copy delves into the finer details, while product descriptions take an in-the-changing-room-with-you approach to pulling out tangible benefits and real use cases.

Product naming

Striking a balance between function and emotion.

Product naming

Product descriptions

Combining technical rigour with practical guidance.

Packaging copy

Game On.

As the brand rolls out its marketing strategy and builds its community, we’re excited to see the Viren voice evolve as part of our ongoing partnership with the brand.

Opening Line: Zosia Swidlicka, Charlotte Golzari, Verity Morris
Pentagram: Angus Hyland, Charlotte Selby
Viren: Nadine & Dominic McCarthy, Michael Price

Work with us

Ready to up your game?

Opening Line is a trading division of The Parentheses (London) Ltd. Registered in England & Wales. Company Registration Number 13324675. VAT Number 3795673330. Address: 18 Gordon Road, London, E15 2DD

Let’s talk.

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Keep in touch: @openingline__

Illustrations by Nishant Choksi
Design by Extract Studio