Brand Tone

Nostalgic, Caring, and Premium

Brand Values

• •Sustainability
• •Tradition and Nostalgia
• •Quality and Durability
• •Functionality and Style
• •Love and Comfort

Best Practices

• •Lead with Nostalgia: Begin copy with a storytelling element that connects to the core brand narrative of tradition and handmade love. Use words like "memory," "tradition," "cherished," and "love."
• •Emphasize "Thoughtful" Design: When describing product features, frame them as "thoughtful" choices rather than just technical specs. For example, instead of "It's reversible," use "Thoughtfully designed to be reversible, offering two styles in one."
• •Weave in Sustainability Naturally: Integrate sustainability as a core part of the brand's care-driven mission. Connect the use of recycled materials to the value of protecting the planet for future generations of children.
• •Use a Caring and Protective Vocabulary: Employ words that convey comfort, safety, and warmth. Phrases like "wrap them in love," "protected and comforted," and "cozy clothes" reinforce the brand’s nurturing persona.
• •Incorporate Customer Voices: Leverage the positive language from customer reviews in marketing materials. Using phrases like "beautiful and high quality" or "perfect for the holidays" adds authenticity and social proof.

Social Perception

The brand is perceived as a provider of beautiful, high-quality, and functional children's wear that justifies its premium positioning.

Copy Examples

• •Two styles, one jacket, endless adventures. Our reversible puffers are designed for every mood and moment, wrapping your little one in the same warmth and love grandma’s stitches were made of. Sustainable, stylish, and ready for play. #calonie #SustainableKids #ChildhoodMemories
• •More Than a Jacket. It's a Hug. Discover thoughtfully designed outerwear, crafted from sustainable materials to protect the ones you love most.
• •Meet the Nova Windbreaker: where thoughtful design meets playful practicality. Each jacket is reversible, waterproof, and crafted from 100% recycled materials, because we believe in protecting both your child and their world. It’s not just a coat; it’s a story of care, ready for every puddle-jumping, memory-making adventure.
• •A Story of Warmth for Your Little One
• •The Jacket They'll Love, From a Brand You Can Trust. High-quality, sustainable, and inspired by tradition. See why parents are calling our reversible jackets a "win, win, win!"