Brand Tone

Nurturing, Reassuring, and Premium.

Brand Values

• •Quality and Durability
• •Sustainability and Natural Materials
• •Support for Parents
• •Child's Well-being
• •Curated Curation and Authenticity

Best Practices

• •Embrace "Gentle" Language: Always use words that evoke softness, care, and comfort. Terms like "tender," "gentle," "pure," "cocoon," and "reassuring" should be central to the brand's vocabulary.
• •Speak Parent-to-Parent: Write copy that speaks from a place of understanding and empathy for the parenting journey. Address the parent's desire for the best for their child, acknowledging their needs for trust and support.
• •Highlight the "Why" Behind the Product: Don't just sell a product; sell the value behind it. Always connect features (e.g., "organic cotton") to benefits ("gentle on sensitive skin," "peace of mind"). Explain the importance of European craftsmanship and sustainability.
• •Maintain a Premium and Polished Voice: Avoid overly casual slang, emojis, or aggressive sales language ("Hurry, limited time!"). The tone should remain sophisticated and calm, reflecting the premium quality of the products and the serene in-store experience.
• •Translate In-Store Hospitality to Digital Channels: Even without a large social media presence, every digital touchpoint (website, newsletter, order confirmations) should reflect the warm, welcoming, and supportive nature of the physical stores. Use phrases like, "We are here to help" or "With love, from the Babycoeur family."

Social Perception

Babycoeur is perceived as a high-end, boutique retailer for discerning parents. It is seen as a trusted source for beautiful, high-quality, and sustainable children's products. The brand's identity is closely tied to its physical stores, which are regarded as welcoming and supportive environments. Due to its limited digital footprint, this positive perception is likely concentrated among local customers in Lausanne and Geneva who have experienced the store firsthand. There is no significant negative perception found online. The brand is viewed as a valuable local business that contributes to the community.

Copy Examples

• •Wrapped in pure tenderness. Our organic cotton bodies are designed for your baby's delicate skin, offering unparalleled softness and comfort for their first moments. Because nothing is more precious than their well-being.
• •Celebrate new beginnings with a gift from the heart. Our curated collection of timeless gifts, from soft blankets to adorable first outfits, is chosen to be cherished for generations. Welcome the little one with the gentleness they deserve.
• •Playtime, crafted responsibly. Discover our selection of European-made wooden toys, designed to spark imagination and last a lifetime. Sustainable, safe, and beautifully simple for a return to what truly matters.
• •Babycoeur was born from a mother's love. A desire to offer only the best, the softest, and the kindest to our children. Every piece in our collection is handpicked with this promise at its heart to support you on your beautiful journey of parenthood.
• •Your peaceful haven in the heart of Lausanne. Step into Babycoeur, a space designed for you and your baby. Find carefully selected collections, receive heartfelt advice, and feel right at home. We are here for you.