Brand Tone

Whimsical, Nurturing, and Nostalgic

Brand Values

• •Wellness and Self-Care
• •Ethical Curation & Community Support
• •Authenticity and Connection
• •Individuality and Femininity

Best Practices

• •Lead with Emotion, Follow with Product: Always start with the feeling or the value (e.g., "awaken your spirit," "nourish yourself"). The product is the vehicle for that feeling, not the other way around.
• •Use a "Nurturing" Vocabulary: Incorporate words like nurture, nourish, wellness, awaken, soul, spirit, tribe, radiate, empower, and haven consistently across all channels to reinforce the brand's core philosophy.
• •Tell the Story Behind the Products: When highlighting items, mention if they are from a female-owned business, ethically made, or sustainably sourced. This reinforces brand values and justifies the curated selection.
• •Speak to the "Nostalgic Soul": Reference the aesthetic inspirations (60s, 70s, vintage, bohemian) to connect with the target audience's desire for unique, timeless pieces with a story.
• •Maintain a Consistent Voice from Social to Support: Ensure that the whimsical, caring tone is present everywhere, from a playful TikTok caption to the way customer service emails are written. Every touchpoint is an opportunity to strengthen the brand's nurturing identity.

Social Perception

A unique, aesthetically-pleasing boutique catering to bohemian and vintage-loving women, positioned as a complete lifestyle and wellness brand.

Copy Examples

• •Float through your day like a daydream. Our new 'Golden Hour' maxi dress has just arrived, woven with the soul of a 70s summer and the promise of new adventures. For the nostalgic souls who find magic in the details. "," Tap to wander.
• •A little nourishment for your wardrobe... This week is for you. It’s for finding moments of peace, wrapping yourself in pieces that feel like a hug, and remembering to put yourself first. We’ve just curated a new collection of self-care essentials and ethically-crafted treasures, all chosen to help you radiate wellness from the inside out. Because you deserve to feel good. [Shop The Wellness Edit]
• •Create Your Sanctuary. From hand-poured candles to unique ceramics, curate a space that nurtures your spirit and calms your mind. Your haven awaits.
• •Fashion that feels good, and does good. At Baby Lemonade, we hand-pick every piece from ethical and female-owned brands. Wear your values and discover unique, timeless styles you won't find anywhere else. Join our tribe of conscious souls. [Discover Our Story]
• •More than an accessory, it's a talisman. This delicately crafted moonstone necklace is made to rest near your heart, a quiet reminder of your own inner magic and strength. Ethically sourced and designed to be treasured for years to come. Let it be a part of your story.