Brand Tone

The brand tone is nurturing, supportive, and practical, acting as an empathetic companion that uses reassuring and approachable language to connect with mothers.

Brand Values

• •Adaptability
• •Physical Well-being
• •Inclusivity of Experience
• •Confidence

Best Practices

• •Prioritize the 'Feel' Factor by consistently highlighting physical sensations such as softness, stretch, and breathability.
• •Use Inclusive Lifecycle Language to ensure the copy addresses pregnancy, postpartum, and nursing stages equally.
• •Position 'Ease' as a Solution by using calming keywords like effortless, simple, and flow to mitigate maternal stress.
• •Balance Style with Function by always linking technical features, such as front-opening designs, to their practical benefits.
• •Maintain a Warm, Human Voice through the use of personal pronouns like 'we' and 'you' to build a supportive community atmosphere.

Social Perception

The brand is perceived as a reliable essential and a functional solution-provider for modern mothers, recognized for offering versatile pieces that serve as 'life-hacks' during and after pregnancy.

Copy Examples

• •Your body is doing incredible work; your clothes should be doing the same. Experience the calm of fabrics that stretch with you and stay kind to your skin. From the first kick to the midnight feeds, Bumply is right there with you. Shop the Essentials Collection.
• •The Nursing Game-Changer You’ve Been Waiting For. Forget the struggle of complicated layers. Our front-opening designs make nursing on-the-go effortless. Stylish enough for brunch, comfortable enough for a nap. Because motherhood is busy enough already.
• •Style that grows with you (literally). From Bump to Baby. Motherhood is a journey of a thousand changes. Our maternity and nursing pieces are designed to flow through every stage with ease. Stay trendy, stay comfortable, stay you.
• •Style for Every Stage of Motherhood. Affordable, trendy, and ultra-comfortable maternity wear designed to support you through every trimester and beyond. Feel special every time you get dressed.
• •3 things I wish I knew about maternity style sooner... 1. Comfort is non-negotiable. 2. Versatile layers are your best friend. 3. Bumply Shop has all of it. Click the link to shop!