Brand Tone

Nurturing, passionate, trustworthy, transparent, earthy, and playful.

Brand Values

• •Sustainability and Kindness to the Planet
• •Imagination and Child Development
• •Safety and Quality
• •Family and Community

Best Practices

• •Lead with Your "Why": Always connect the product back to core values, selling moments of imaginative play, commitment to sustainability, and safety for a loved child.
• •Use Warm and Inclusive Language: Employ words like "we," "our community," "your little one," and "together" to create a sense of shared values and belonging.
• •Tell Stories, Not Just Specs: Instead of only listing materials, narrate the product's story, including its origin, maker, and inspired play, to strengthen emotional connection.
• •Maintain a Playful and Optimistic Voice: Reflect the joy of childhood and hope for a better planet through positive, inspiring language focused on solutions and imagination.
• •Create a Tone of Voice Guide: Document key adjectives (Nurturing, Trustworthy, Playful, Earthy) and values, providing examples for consistent messaging across all platforms.

Social Perception

Eco Lelu is perceived as a small, authentic, and values-driven retailer in the sustainable children's product market. Customers see them as a reliable source for high-quality, ethical toys that are both beautiful and beneficial for child development. The personal story of the founding family and their clear commitment to environmental responsibility create a strong, positive brand image that resonates with conscious consumers.

Copy Examples

• •Let their imagination take flight! Our new Lanka Kade mythical creatures have landed in the shop. Handcrafted from sustainable wood and painted with non-toxic colors, these chunky figures are perfect for little hands and big adventures. What stories will your little one create? #EcoLelu #SustainablePlay #WoodenToys #ImaginativePlay #EthicalToys
• •Build, balance, and dream. This beautiful wooden mountain stacker is more than just a toy; it’s a piece of nature for your playroom. Made from sustainably sourced rubberwood and painted in gentle, water-based stains, each piece is designed to spark creativity and develop fine motor skills. From misty mountain peaks to quiet valleys, this open-ended toy is a safe, durable, and planet-friendly choice for your little explorer.
• •✨ A little treat for your inbox (and their toy box!)
• •We are a family run business from the heart of Devon, inspired by our two head product testers, Roo and Ralphie. At Eco Lelu, we believe that playtime should be joyful, safe, and kind to our planet. That’s why we handpick every toy, ensuring it comes from ethical brands we trust and is crafted from sustainable materials that will last for years of imaginative play.
• •Beautifully Made, Planet-Friendly Toys. Shop Eco Lelu.