Brand Tone

Reassuring, Gentle, and Stylish.

Brand Values

• •Comfort and Safety
• •Style and Aesthetics
• •Versatility and Practicality
• •Quality and Durability

Best Practices

• •Always Prioritize the "Why": Focus on the benefits for both parent and baby (peace of mind, comfort, style, ease), not just the product features.
• •Use Gentle and Evocative Language: Words like "soft," "gentle," "breathable," "cozy," and "snuggle" reinforce the brand's core values.
• •Maintain a Reassuring Voice: Address the concerns of parents with a calm, supportive, and knowledgeable tone.
• •Emphasize Style and Design: Consistently use terms like "hand-drawn," "stylish," "modern," and "design-conscious" to appeal to the target audience's aesthetic sensibilities.
• •Tell the Story: Weave the brand's authentic origin story and commitment to quality into the narrative across all platforms to build trust and emotional connection.

Social Perception

Trusted, Premium, and Essential.

Copy Examples

• •Wrap your little one in a world of softness. Our new hand-drawn prints are here, blending breathable comfort with the gentle touch your baby deserves. Because every dream should be a stylish one. #adenandanais #TheArtOfSwaddling
• •More than just a blanket, it’s a cuddle, a comfort, and a keeper of precious moments. Crafted from four layers of our signature cotton muslin, our dream blanket is supremely soft and gets even cozier with every wash. Perfect for tummy time, park picnics, and snuggles anytime.
• •Gentle on baby, easy on you. Discover the versatility of our muslin essentials.
• •Parenthood is a journey. We’ve got the essentials covered. Experience the breathable, versatile, and oh-so-soft touch of aden + anais. The original muslin swaddle, trusted by parents worldwide.
• •Creating a peaceful sleep haven starts with the softest touch. Our sleep sacks are designed for safe and sound slumbers, giving you peace of mind and your baby the comfort they need to drift off to dreamland. Learn our top tips for a better bedtime routine.