Brand Tone

Supportive & Empathetic, Friendly & Approachable, Positive & Confident, Informative & Helpful, Community-Oriented

Brand Values

• •Comfort & Functionality
• •Empowerment of Mothers
• •Quality & Thoughtful Design
• •Inclusivity & Acceptance
• •Problem-Solving
• •Canadian & Female-Owned
• •Community & Giving Back

Best Practices

• •Highlight that the products are designed in Canada by a female-owned and operated small business.
• •Emphasize comfort, support, versatility, and style.
• •Show understanding and support for the challenges and needs of motherhood.
• •Reinforce core values such as 'Canadian-designed,' 'female-founded,' 'comfort,' and 'support'.
• •Use phrases that show you 'get it' regarding motherhood challenges.

Social Perception

Positive, Trusted Resource, Supportive of Moms, Good Customer Service

Copy Examples

• •Motherhood is demanding – your wardrobe shouldn't be.
• •Designed in Canada, made for moms.
• •Feel supported, comfortable, and confident throughout your motherhood journey.
• •Our nursing sports bras are designed to make nursing easy and discreet, so you can feel good and stay active.
• •Join our community of moms supporting moms.