Brand Book
This is the brand in the open. Our name, story, voice, palette, type, and the women we design for, written down so anyone touching KURV can carry it forward without losing the thread.
Last updated: May 2026
01 Brand Name
We took the word “curve” and made it ours. We stripped the vowel, sharpened the letters, and gave it a new identity. The result is a name that’s short, confident, and impossible to ignore, just like the women who wear it.
KURV doesn’t whisper. It walks in like it owns the room.
02 Brand Story
Tanny, the founder, loved working out: HIIT, Pilates, lifting, cycling. But every time she needed something to wear, she ran into the same wall. Standard sizes were too tight in the hips, too loose at the waist. Plus-size options covered everything up and forgot about style entirely.
The message from the industry was clear, even if unspoken: your body is the problem.
Tanny disagreed.
There was nothing wrong with her body. What was broken was an industry that kept designing without ever really seeing real women, mid-size women, “คนอวบ” women, women who were neither a small nor a plus, but absolutely everywhere.
So she built KURV. Not just to sell activewear. To build a Comfort Zone, a space where women can move, sweat, grab brunch, and exist fully, without squeezing into someone else’s idea of how they should look or feel.
We don’t hide figures. We don’t minimize them. We flaunt them, with premium fabrics, considered construction, and designs with the same energy as the women wearing them.
You were always the standard. We just finally made clothes that prove it.
03 Mission
04 Vision
05 Core Values
Not an afterthought. Not a tradeoff. Comfort is the foundation everything else is built on. If it doesn’t feel right, it doesn’t leave the studio.
Every seam, every panel, every color choice is made with one question in mind: does this make her feel powerful? We don’t just clothe women. We give them a reason to walk taller, move freer, and show up fully as themselves.
Bold colors. Strong silhouettes. Designs that say “I’m here.” We don’t do safe. We do you.
KURV was born from a real problem, for a real community. We speak with our customers, not at them. Their bodies, their feedback, and their stories shape everything we make.
Premium doesn’t have to mean exclusive. We obsess over fabric quality and construction so that the price point never becomes a reason to settle.
06 Tone of Voice
The one who hypes you up without being fake, calls things what they are, and never makes you feel like you need to shrink.
embrace, move, flaunt, feel, support, own it, built for you, your body, your choice, comfort, energy, bold.
slimming, hiding, flattering, correcting, problem areas, minimizing, coverage (as a benefit).
Correct
“Built to move with you, from the first rep to the last sip.”
Avoid
“Slimming compression leggings that flatter your curves.”
Correct
“Wear it to the gym. Wear it to brunch. Wear it because you want to.”
Avoid
“Versatile enough for every body type.”
07 Writing Rules
Never third-person. Never distant. We’re in this together.
Lead with how it feels to wear it, then explain why the fabric or design delivers that.
We don’t fix bodies. We make clothes for them.
If it can be two sentences, make it two.
Specific is always better than vague. “Post-HIIT brunch at your favorite café” beats “active lifestyle.”
08 Taglines
Main tagline
KURV: Your Comfort Zone.
Hero line
From gym to brunch.
Secondary
Short form / social
09 Logo
The KURV mark is a wordmark. Use the Midnight Navy version on light surfaces, the Petal version on dark. Always give the logo room to breathe, clear space equals at least the height of the “K.”
10 Color Palette
Midnight Navy
#132440
Primary dark. Anchor.
Dusty Rose
#D4899A
Primary pink. Heart of the brand.
Petal
#F5DDE3
Accent. Softness, breath.
Soft White
#FAF7F8
Neutral. Canvas.
Deep Charcoal
#1A1A1A
Text. Quiet authority.
11 Typography
A display font for impact: headlines, logo, campaign lines. And a clean sans-serif for everything else.
Display: headlines, taglines
Flaunt it.
Comfort is the luxury.
Organic, contemporary serif. Warm and distinctive, feels current without being trend-chasing. Free on Google Fonts. Use the 144pt optical size for the largest display moments. Paired with Sriracha for Thai display.
Body: UI, microcopy
Wear it to the gym. Wear it to brunch. Wear it because you want to.
Geometric, warm, highly legible. Friendly without being childish. Free on Google Fonts. Body copy sits at 14–16px with line-height 1.6. Paired with Mali for Thai body.
12 Imagery Style
Our photography captures women in motion, and in the moment after. Not posed. Not filtered. The clothes are the hero, the palette should be visible and dominant in every frame.
We photograph real women. No body reshaping. Just confident, joyful movement.
Every shoot tells the story of a full day, the last set, then straight to the café counter. Same outfit, same confidence.
Avoid harsh studio lighting. We want sun, warmth, skin, and the feeling of a real morning.
Power poses that feel effortless, not forced. Hands on hips because she’s catching her breath, not because a photographer asked.
KURV’s palette should be visible and dominant in every image. The clothes are the hero.
13 Target Customer
Persona 01
29, Bangkok
Social and energetic, her workout schedule is also her social calendar. HIIT, spin, Hyrox events, she’s at all of them, and her friends are with her. She follows body-positive fitness creators and wants her activewear to be as bold and expressive as her personality. For Nadia, getting dressed for the gym is part of the experience. She’s not going to wear something that makes her feel like an afterthought.
Persona 02
33, Singapore
Her fitness routine is sacred “me time”: Pilates, yoga, or sessions with a personal trainer. She’s not interested in loud branding. She wants quality she can feel, fit she can trust, and pieces that carry through her whole day without needing to change. She invests intentionally in things that last and feel right.