Brand Tone

Joyful and Playful, Fashionable and Stylish, Quality-Conscious, Approachable and Friendly, Practical and Versatile

Brand Values

• •Quality
• •Exclusive Design
• •Joy and Fun
• •Family
• •Customer Satisfaction
• •Sustainability (emerging value)

Best Practices

• •Embrace 'Joy' as a Core Descriptor: Consistently use words that evoke happiness, playfulness, and vibrancy (e.g., 'sparkle,' 'bright,' 'fun,' 'adventure,' 'smile').
• •Highlight Quality and Design Together: Always link the stylishness of the clothes with their quality and durability. This reassures parents they are making a smart, lasting purchase.
• •Speak to Parents, Appeal to Children: While parents are the buyers, the copy should reflect an understanding of what children love – comfort, freedom to move, and fun designs. Use language that shows you 'get' kids.
• •Maintain Visual-Verbal Cohesion: Ensure the tone of the copy matches the imagery used in social media and on the website. If the images are bright and playful, the copy should be too.
• •Incorporate the Practical Benefits Subtly: While focusing on joy and style, weave in practical aspects like 'easy to wear,' 'machine washable,' or 'perfect for everyday adventures' to reinforce value without sounding purely utilitarian.

Social Perception

Positive: Customers generally perceive Charanga as a provider of good quality, stylish, and colorful children's clothing at a reasonable price point. The brand is seen as a significant player in Spanish children's fashion.

Copy Examples

• •Headline: Dress a Day of Adventures! Body: From park escapades to party fun, Charanga outfits are made for joy and designed to last. Discover vibrant styles that let kids be kids, in comfort and quality. #CharangaKids #EverydayJoy
• •Headline: Little Wardrobe, Big Personality. Body: Charanga brings exclusive designs and playful colors to your child's everyday. Quality fabrics meet fun fashion – because every day is an occasion! Shop the new collection now. #CharangaFashion #StyleForMiles
• •Headline: Sustainable Style for Your Little Sprouts. Body: Growing up in style, responsibly. Our new collection features GOTS certified organic cotton pieces, designed with love for your child and the planet. Durable, adorable, and made to share. #CharangaCares #EcoKidsFashion
• •Headline: That Charanga Feeling! Body: It’s the laughter in their eyes, the comfort in their play, the style in their step. It’s quality you can trust and designs they’ll love. Experience the Charanga difference. #KidsFashion #MadeForMemories
• •Headline: Color Their World with Charanga! Body: Brighten up their basics with our latest arrivals! Exclusive prints, comfy fits, and the Charanga quality you know and love. Perfect for playdates, parties, and everything in between. #ChildrensWear #NewCollection