Brand Tone

Friendly, Relatable, and Supportive.

Brand Values

• •Community
• •Authenticity
• •Comfort & Practicality
• •Empowerment
• •Goodness & Positivity

Best Practices

• •Always Write for "Her": Every piece of copy, from a button to a post, should be written as if speaking directly to one person—the "everyday mom." Use "you" and "your" to make it personal and address her specific challenges and joys.
• •Embrace Relatable Humor: Motherhood is filled with funny, chaotic moments. Use lighthearted and self-aware humor that says, "we get it." Avoid humor that could be seen as dismissive or overly cynical.
• •Lead with Values: Weave the core values of community, authenticity, and support into the narrative. Share behind-the-scenes content, highlight other "mama-owned" businesses you work with, and use your platform to spread positivity, reinforcing the "spread goodness" mission.
• •Leverage User-Generated Content (UGC): Actively encourage and feature photos and testimonials from your customers. When you re-share UGC, use their words in your caption (with credit). This provides social proof and strengthens the community bond.
• •Keep it Simple and Scannable: Moms are busy. Use clear headlines, short paragraphs, bullet points, and emojis to make your copy easy to read on a phone, often with one hand. Get to the point quickly while maintaining a warm and friendly tone.

Social Perception

Perceived as a genuine, relatable, and community-centric brand that successfully caters to the "mom" niche, offering comfortable and witty apparel. Also viewed as a trusted retailer and valuable B2B partner supporting other small businesses.

Copy Examples

• •Some days are powered by caffeine, chaos, and the comfiest sweatshirt we own. Who’s with us? 🙋‍♀️ Our 'Tired as a Mother' fleece is basically a uniform at this point. #costathreads #momlife #tiredasamother #motherhoodunplugged
• •Warning: Our new tees may cause spontaneous smiles.
• •Forget what you heard—the mom era is the coolest era. This tee isn't just ridiculously soft (because comfort is non-negotiable), it's your new go-to for school pickups, Target runs, and convincing your kids you do, in fact, know all the cool songs. Made by mamas, for mamas.
• •Real Mamas. Real Comfy. Let's be real—your day is a marathon. You deserve clothes that can keep up. Costa Threads offers buttery-soft graphic tees that get you. From toddler-wrangling to carpool-commanding, do it in comfort and style. Shop our mama-owned brand today and find your new favorite tee!
• •MAMA'S VOTE: What's the vibe for this week? 'Running on Dry Shampoo & Prayer' or 'It's Fine, I'm Fine, Everything's Fine'?