Brand Tone

caring, reassuring, and playful

Brand Values

• •Child Well-being and Health
• •Care and Affection
• •Quality and Durability
• •Tradition and Experience
• •Innovation and Technology
• •Happiness and Playfulness

Best Practices

• •Prioritize "Child-First" Language: Always speak from a place of understanding and prioritizing the child's comfort, health, and happiness. Use words that evoke gentleness, protection, and joy (e.g., "little explorers," "happy feet," "gentle support").
• •Balance Reassurance with Playfulness: While highlighting the technical benefits (anatomical, orthopedic), ensure the copy also conveys the fun and freedom associated with childhood. Pair terms like "healthy development" with "joyful adventures."
• •Emphasize "Care" and "Affection": Consistently weave in the core value of "carinho" (affection/care). This can be through direct mentions or by using warm, empathetic language that resonates with parents' love for their children.
• •Be Clear and Informative (but not overly technical): When discussing features like anatomical insoles or special materials, explain the benefit to the child and parent in simple, easy-to-understand terms. Avoid jargon where possible, or explain it clearly.
• •Maintain Visual and Verbal Harmony: Ensure the playful and caring tone of the copy is consistently reflected in the imagery used across all platforms. Bright, happy visuals of children actively and comfortably wearing the shoes will reinforce the written message.

Social Perception

Positive Association with Child Comfort and Health, Trusted by Parents (Historically), Concerns regarding Past Business Instability/Reputation, Innovative and Fun for Kids.

Copy Examples

• •Headline: Little Feet, Big Adventures. Healthy Steps with Ortopés. Body: Every jump, every run, every new discovery starts with happy, comfortable feet. Ortopés shoes are lovingly designed with anatomical support and playful styles, so your little one can explore the world with joy and confidence. Because we care for their every step.
• •Headline: The Science of Smiles: Ortopés Comfort Technology. Body: It's more than just a shoe, it's a promise of care. Our innovative insoles and flexible designs ensure healthy foot development and all-day comfort. Let them play longer, explore further, and giggle louder. That’s the Ortopés magic!
• •Headline: Generations of Trust, Steps Full of Affection. Body: For over 60 years, Ortopés has been the choice for parents who seek the best for their children's feet. Our tradition of quality, combined with modern, fun designs, means every pair is made with love and expertise. Step into happiness with Ortopés.
• •Headline: Ready for Recess? So Are We! Body: School days, play dates, and backyard explorations – Ortopés shoes are built for it all! Durable, easy to clean, and oh-so-comfy, they keep up with every adventure. More fun, less fuss – that’s our playground promise.
• •Headline: Unwrap a World of Play! Body: Bright colors, fun designs, and the freedom to move! Ortopés shoes spark imagination and support every little dreamer. Engineered for healthy growth and endless giggles. Give them the comfort to be themselves, with Ortopés.