Brand Tone

Playful & Joyful, Chic & Stylish (Parisian), Authentic & Natural, Family-Oriented & Warm

Brand Values

• •Quality & Know-How
• •Color & Creativity
• •Timelessness & Modernity
• •Family & Childhood
• •Authenticity & Simplicity
• •Ethical & Responsible Production

Best Practices

• •Embrace Playful Elegance: Combine sophisticated language with a lighthearted, joyful touch. Use words that evoke happiness, creativity, and the magic of childhood, while maintaining an undercurrent of Parisian chic.
• •Highlight Sensory Details & Quality: Focus on the feel of natural fabrics, the vibrancy of exclusive colors, and the thoughtful details in craftsmanship. Use descriptive language that appeals to the senses and underscores the premium nature of the products.
• •Tell a Story of Family & Timelessness: Frame products within the context of family life, creating memories, and pieces that can be cherished or passed down. Emphasize designs that are both modern and timeless.
• •Maintain a Parisian Voice: Subtly weave in the brand's French heritage – whether through phrasing, cultural references (when appropriate and understandable to a global audience), or an overall sense of effortless style.
• •Be Authentic & Transparent: While aspirational, ensure the copy reflects genuine brand values like the use of natural materials or unique color processes. If addressing concerns (like price point indirectly), focus on the value delivered through quality, design, and durability.

Social Perception

Stylish, high-quality children's clothing, unique designs, and the pleasant in-store experience. The brand is seen as a reference in children's fashion, an heir to the Bonpoint legacy. Mixed/Negative: Some perceive the brand as overpriced.

Copy Examples

• •Little adventurers, big style. Discover BONTON’s new collection – where Parisian chic meets endless play.
• •Crafted with joy, colored by nature. Wrap your little ones in BONTON’s soft, organic cotton and unique, vibrant hues. Because every day is a masterpiece.
• •From their first giggle to their grandest escapade, BONTON dresses every chapter of childhood with timeless elegance and a touch of Parisian magic.
• •More than just clothes, it's a BONTON way of life. Explore our world of playful designs, quality craftsmanship, and colors that tell a story.
• •BONTON: Where iconic style is child's play. Unforgettable pieces for unforgettable moments, designed in Paris for the world's coolest kids.