Brand Tone

Nurturing, Authentic, and Conscientious

Brand Values

• •Sustainability and Environmental Responsibility
• •Child-Centric Quality and Safety
• •Handmade Craftsmanship and Uniqueness
• •Authenticity and Local Presence
• •Simplicity and Timeless Design

Best Practices

• •Lead with Your 'Why': Always connect your products back to your core values. Instead of just saying "buy our new collection," say "discover our new collection, consciously crafted from organic fabrics." Your ethical stance is your biggest differentiator.
• •Use Gentle and Evocative Language: Employ words that reflect the nurturing and soft nature of your brand. Terms like gentle, cozy, pure, thoughtful, handcrafted, conscious, and safe should be staples in your vocabulary.
• •Tell the Story of Craftsmanship: Remind your audience that your products are not mass-produced. Mention your Gothenburg workshop, the small-batch nature of collections, and the "from-scratch" process. This builds immense value and justifies a premium position.
• •Be Transparent and Educational: Share information about your fabric choices (e.g., "Why we choose organic cotton") and your process. This reinforces trust and empowers customers to make informed decisions that align with your brand's mission.
• •Maintain a Consistent, Warm Tone in All Communications: Whether it's an Instagram caption, a customer service email, or website copy, the tone should remain consistently warm, authentic, and caring. This humanizes the brand and builds a loyal community.

Social Perception

Trusted and Ethical, High-Quality and Unique, Community-Focused

Copy Examples

• •Dressed in kindness. Our organic fabrics are chosen with the softest touch and the purest intentions, because we believe every child deserves a gentle start. Discover our latest handmade collection, crafted with love in our Gothenburg workshop. #ByLelou #OrganicKidsWear #HandmadeWithLove #SustainableFashion #ChildFriendly
• •Clothing that cares. For your child, and for our world. Explore unique, handcrafted pieces made from the finest organic and upcycled materials.
• •Headline: Gentle on Skin, Gentle on the Planet. Body: Looking for children's clothing that aligns with your values? At By Lelou, we handcraft every piece in our Gothenburg studio from non-toxic, organic fabrics. Safe, sustainable, and uniquely beautiful. Shop our small-batch collections today.
• •More than just a brand, By Lelou is a promise. A promise to create clothing that is cozy, safe, and made to last. Founded by Ida Jansson in 2009, our journey began with a simple goal: to offer beautiful, child-friendly garments you can feel good about. Every stitch is a testament to our love for craftsmanship and our commitment to a healthier planet for the next generation.
• •The 'Elma' Romper: The ultimate companion for everyday adventures. Made from 100% GOTS-certified organic cotton, this piece is designed for comfort and play. Its durable construction ensures it can be loved, worn, and passed down. Each romper is sewn in a limited edition, making it as unique as your little one.