Brand Tone

Empathetic, authentic, inclusive, comfortable, and slightly humorous. A tone that resonates with modern mothers seeking practical and stylish solutions.

Brand Values

• •Comfort
• •Functionality
• •Inclusivity
• •Authenticity
• •Empowerment

Best Practices

• •Use inclusive and body-positive language.
• •Focus on comfort and functionality alongside style.
• •Tell relatable stories about motherhood and everyday life.
• •Incorporate humor and a lighthearted tone where appropriate.
• •Maintain authenticity and avoid overly promotional language.

Social Perception

A brand that is relatable, understanding, and supportive of mothers. Seen as providing practical, stylish, and comfortable clothing options that empower women in their everyday lives.

Copy Examples

• •"Finally, leggings that understand the assignment: comfort, style, and a little bit of magic for those days when you're running on caffeine and chaos."
• •"We believe that every body is a postpartum body and all postpartum bodies are worthy."
• •"Designed by moms, for moms. Because who else knows the struggle (and the joy) of finding clothes that actually fit and feel good?"
• •"From playground to playdate, our collection is made to move with you. Because let's be real, motherhood is a marathon, not a sprint (but sometimes it feels like both!)."
• •"Say goodbye to sacrificing style for comfort. Our pieces are designed to make you look and feel good, no matter what your day throws at you (or on you!)."