Brand Tone

Aspirational, nurturing, and chic, blending the warmth of a mother's love with accessible luxury and style. It uses language like 'luxe', 'luxuriously soft', and 'adorable', maintaining a personal, community-focused approach.

Brand Values

• •Quality and Comfort
• •Unique Style
• •Authenticity and Passion
• •Community
• •Exclusivity

Best Practices

• •Embrace 'Aspirational, yet Nurturing' Language: Always balance words that convey luxury and style ('luxe', 'chic', 'statement', 'curated') with words that evoke comfort and care ('nurturing', 'soft', 'comfort', 'snug').
• •Tell the Story: Weave the brand's authentic origin story into the copy where appropriate. Highlighting that it was founded by a mother for her own children builds trust and emotional connection with both retailers and end-consumers.
• •Focus on the 'Effect': Sell the outcome, not just the product. Use the concept of the 'Bowy effect'—the compliments and adoration that come with wearing the brand—to articulate the value proposition.
• •Speak to Your Audience: For the wholesale site, address the boutique owner directly. Use language that speaks to their business goals, such as 'curate a collection', 'delight your customers', and 'stock the must-have brand'.
• •Maintain Visual and Textual Harmony: Ensure the clean, soft, and premium aesthetic of the brand's photography is matched by the copy. The text should be as uncluttered, elegant, and thoughtfully crafted as the visual identity.

Social Perception

The public perceives Bowy Made as a premium, trustworthy, and highly desirable baby brand, often seen as an 'obsession' and a go-to for special occasions. The 'Bowy effect' signifies its social currency, with products acting as conversation starters, and it has built a global following, often noting its unique Australian origin.

Copy Examples

• •Meet your new obsession. ✨ Introducing the CloudLuxe Frill Onesie. Crafted from our signature ultra-soft, breathable fabric, it’s designed to make a statement while keeping your little one wrapped in comfort. Because their first moments deserve a touch of magic. Tap to shop for your boutique.
• •Stock the style they'll be talking about: The Bowy Made Effect is here.
• •Luxe baby essentials that are in a class of their own. Curate a collection that inspires compliments and captures hearts. Welcome to the Bowy Made retail family.
• •The perfect finishing touch. Our Double Knot Beanie isn't just adorable—it's made from the most luxuriously soft and stretchy fabric to keep your bub snug and stylish. Uniquely designed to stay on comfortably, it’s the statement accessory that every new mama wants in her hospital bag.
• •It all started with a mother's passion. Bowy Made was born in 2018 when founder Chelsea Singer began handcrafting unique turbans for her daughter. Today, the brand is loved by parents worldwide for its commitment to luxuriously soft fabrics and statement-making designs that create the unforgettable 'Bowy effect'. We are proud to be a part of the Bowy Made community.