Brand Tone

Playful, Chic, Caring, Whimsical, Enthusiastic, Family-Oriented

Brand Values

• •Quality Craftsmanship
• •Unique Design & Style
• •Comfort & Practicality
• •Joy & Playfulness
• •Completeness & Coordination
• •Customer Focus

Best Practices

• •Develop a Brand Voice Chart: Clearly define the brand's personality traits (e.g., Playful, Chic, Caring, Whimsical, Trustworthy), corresponding tone characteristics (e.g., uses vibrant adjectives, speaks directly to parents and children, emphasizes quality and comfort), words to use (e.g., magical, sparkle, cherish, discover, quality, soft), and words to avoid (e.g., cheap, ordinary, basic, uncomfortable).
• •Know Your Audience (Parents and Children): While parents are the purchasers, the brand appeals to the desires of children for fun and stylish clothing. Use language that resonates with both – for parents, highlight quality, durability, and value; for children (and parents buying for them), emphasize fun, style, and comfort. For instance, Instagram captions often use playful and engaging language.
• •Tell a Story: Weave the brand's family origins, design inspiration (e.g., seasonal themes like "Heavenly Hydrangea"), and commitment to quality into product descriptions and social media posts. This creates an emotional connection beyond the product itself.
• •Visual Consistency Reinforces Tone: Ensure the language used in copy aligns with the visual aesthetic of the brand (bright, colourful, high-quality imagery of happy children). The playful and chic tone in the text should be mirrored in the photography and design.
• •Train and Empower Your Team: Anyone writing copy for the brand – from social media managers to product description writers – should be trained on the brand voice and have access to the brand voice chart. Regularly review content to ensure consistency.

Social Perception

Positive & Desirable, Fashion-Forward & Trendy, Trusted by Parents, Associated with Special Occasions and Everyday Style

Copy Examples

• •Headline: Sparkle and Shine in A*Dee's New [Collection Name]! Body: Let her personality bloom! Our latest collection is bursting with playful prints, super-soft fabrics, and all the stylish details she’ll adore. Perfect for sunny adventures and making every day a little more magical. #ADeeKids #NewCollection #GirlsFashion #PlayfulStyle
• •Headline: Comfort Meets Chic: Discover A*Dee Quality. Body: Because little explorers need clothes as resilient and comfortable as they are stylish! A*Dee outfits are crafted with love from the finest materials, ensuring all-day comfort without compromising on that special A*Dee sparkle. #QualityKidsWear #ComfortAndStyle #AdeeClothing #DesignerKids
• •Headline: Twirl-Worthy Dresses for Your Little Star! Body: From garden parties to playground fun, her A*Dee dress is ready for it all. Experience the joy of our unique designs and vibrant colors that let her shine. Find the perfect fit for every precious moment. #GirlsDresses #ADeeStyle #KidsOOTD #AdorableFashion
• •Headline: Complete the Look! A*Dee Accessories. Body: The perfect outfit is all in the details! Discover our adorable range of matching socks, bags, and headbands to complete her A*Dee look. Because every little fashionista deserves to feel fabulous from head to toe! #KidsAccessories #MatchingSets #AdeeKidsStyle #FinishingTouches
• •Headline: Made for Memories: The A*Dee Layette Collection. Body: Welcome your little one with the softest touch. Our A*Dee layette sets are designed with breathable, gentle fabrics perfect for delicate skin and those first precious moments. Style, comfort, and a whole lot of love, stitched into every piece. #AdeeBaby #LayetteLove #NewbornStyle #SoftAndGentle #EcoFriendlyKids