Brand Tone

Nurturing, Trustworthy, and Heritage-Rich.

Brand Values

• •Quality & Craftsmanship
• •Safety & Comfort
• •Family & Heritage
• •Tradition & Innovation
• •Customer Satisfaction

Best Practices

• •Prioritize "Safe & Gentle" Language: Always lead with words that evoke safety, comfort, softness, and care when describing products for babies (e.g., "snug," "cosy," "hypoallergenic," "breathable," "secure").
• •Weave in Heritage Naturally: Subtly remind customers of the brand's long history and family-run nature. Phrases like "Trusted for generations," "80 years of expertise," or "Crafted with decades of care" reinforce trustworthiness.
• •Emphasize Quality and British Craftsmanship: Highlight when products are made in the UK or with particular attention to detail and high-quality materials. This justifies value and builds confidence.
• •Maintain a Warm and Approachable Voice: Especially in social media and customer communications, use a friendly, helpful, and empathetic tone. Address parents with understanding and warmth.
• •Visual and Textual Harmony: Ensure that the imagery used alongside copy reflects the same values of softness, safety, and gentle aesthetics. The visual tone should complement and enhance the written message.

Social Perception

Generally, Clair de Lune is perceived positively by customers. They are seen as a reputable and reliable brand for baby products, particularly Moses baskets and bedding. The quality of materials and the aesthetic appeal of their products are frequently praised.

Copy Examples

• •For a new Moses Basket: "Since 1943, our family has been crafting the perfect first beds for tiny dreamers. Welcome your little one home with the gentle comfort and timeless quality of a Clair de Lune Moses basket – where sweet dreams begin, safely and soundly."
• •Social Media Post (Instagram - image of a serene nursery): "Creating a haven of peace for your baby. ✨ Our lovingly designed nursery essentials, born from 80 years of British craftsmanship, wrap your little one in pure comfort and timeless style. #ClairDeLuneBaby #NurseryInspo #HeritageQuality #SafeSleep"
• •Product Description (Organic Bedding): "Nurture their delicate skin with our GOTS-certified organic cotton bedding. Soft, breathable, and made with the care only generations of experience can bring. Because your baby deserves the purest start, and you deserve peace of mind."
• •About Us Snippet: "For over four generations, Clair de Lune has been more than a brand; we're a family dedicated to yours. We pour our heart and heritage into every stitch, ensuring each product offers unparalleled safety, comfort, and a touch of British charm for your most precious arrival."
• •Email Subject Line (Promotion): "A Legacy of Comfort: Spoil Your Little One with Clair de Lune Savings."