Brand Tone

gentle, calming, and minimalist, with a supportive and serene voice.

Brand Values

• •Aesthetic Curation
• •Quality and Safety
• •Simplicity
• •Nurturing Modern Parenthood

Best Practices

• •Maintain a Gentle Lexicon: Always use soft, positive, and calming language. Words like "gentle," "simple," "calm," "soft," "essential," and "mindful" should be staples in the brand’s vocabulary. Avoid aggressive calls-to-action ("Buy Now!", "Don't Miss Out!"). Opt for softer invitations like "Discover the collection" or "Explore new arrivals."
• •Let Visuals Lead: Your copy should complement your images, not overpower them. Keep captions and descriptions concise and to the point. The minimalist aesthetic should apply to the text as well as the photos. Use emojis sparingly and strategically (e.g., ✨,🤍,🌿).
• •Speak to the Parent's Goal, Not Just the Product's Feature: Instead of saying "This bib has a deep pocket," say "Fewer messes, more happy moments." Frame the product benefits in the context of creating a more peaceful and enjoyable parenting experience.
• •Develop a Subtle Brand Story: While not currently prominent, weaving in a gentle "About Us" narrative could build a stronger connection. This doesn't need to be complex. It could be as simple as, "Founded on a love for simple design and peaceful moments, Duimelot brings together a collection for the modern family." This can be added to the website and occasionally referenced in social media.
• •Ensure Consistency Across All Touchpoints: The gentle, minimalist tone must be present everywhere—from Instagram replies and email newsletters to website microcopy (like shipping notifications) and any potential packaging inserts. Every interaction is an opportunity to reinforce the brand's calming identity.

Social Perception

Duimelot is perceived as a niche online boutique for modern baby essentials, targeting aesthetically-minded parents who appreciate curated collections. It's seen as a trustworthy reseller of popular products and a source of visual inspiration, though its brand recognition is primarily tied to the products sold rather than the Duimelot name itself.

Copy Examples

• •Mealtime, made simple and beautiful. Our silicone bibs are designed for easy clean-ups and gentle comfort, so you can focus on the happy moments. ✨ #Duimelot #BabyEssentials #ModernParenthood
• •Soft, Simple, Essential. Discover a curated collection of beautiful goods for your little one.
• •A moment of calm: New arrivals for peaceful days.
• •Style Meets Simplicity. Tired of loud, plastic baby gear? At Duimelot, we select only the most beautiful, practical, and gentle essentials for you and your baby. Shop our collection of pacifiers, tableware, and toys in calming, modern tones.
• •Find relief for your little one with our collection of thoughtfully designed teethers. Made from safe, soft silicone, each piece is chosen for its ability to soothe tender gums while delighting tiny hands. Gentle textures and modern shapes make these more than just a teether—they're a small piece of calm on a difficult day.