What do we stand for as a brand?

It is clear that TWEAK must be contemporary and not merely modern. To be contemporary means TWEAK is a brand from today, for today. But being contemporary isn't enough. In order to be meaningful to consumers, the brand must also be relevant to the consumer, and that means the brand must know the consumer, the world they live in, and what's happening in the world today.

TWEAK respects change but it does not fear it in any way. Change is actually celebrated in how we manage our ranges and even our business. Once again, our consumer is in constant change at least today and that is the fact, therefore TWEAK must embrace the idea of change. It could be said to TWEAK is to change.

Again, many brands claim to be innovative and declare innovation as one of their core values. TWEAK is different in that it believes in innovation, but with a rather unique definition of what innovation means. For TWEAK, the real innovation is not in the original thought or desire, rather it is in how that thought or desire is translated into a TWEAK product or idea. The inspiration of a product, or an idea will come from what our consumers say to us. It then becomes our task to interpret that information for our translators. Their job is to create innovative TWEAK products from that information. And in so doing, give back to the consumer their ideas and desires in a unique form.