Brand Tone

Supportive & Empathetic, Elegant & Sophisticated, Conscious & Responsible, Informative & Helpful, Aspirational yet Relatable

Brand Values

• •Sustainability
• •Quality & Durability
• •Style & Timeless Design
• •Comfort
• •Empowerment & Well-being
• •Transparency

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone, values, personality, and key messaging points. Include a list of "do's and don'ts" for language, preferred terminology (e.g., "expectant mother" vs. "pregnant woman," if there's a preference), and style. Share this guide with anyone creating content.
• •Emphasize "Her" Journey: Always frame copy from the perspective of the expectant or new mother. Use empathetic language that acknowledges her experiences, challenges, and joys. Focus on how the products support her through this transformative time (e.g., "designed to adapt with your changing body," "making you feel confident and radiant").
• •Weave in Sustainability Naturally: Instead of just stating "we are sustainable," explain *how* and *why* it matters to the customer. Connect sustainable features (e.g., organic cotton, rental service) to tangible benefits like comfort, skin-friendliness, reduced environmental impact, and supporting a better future.
• •Maintain Sophistication and Clarity: Use elegant and refined language that reflects the quality and design of the garments, but avoid overly complex jargon. Ensure the copy is clear, concise, and easy to understand, providing all necessary information without being overwhelming.
• •Be Consistent Across All Channels: Ensure the defined tone and values are reflected in every piece of communication – from website copy and product descriptions to social media posts, email newsletters, and customer service interactions. Regular audits of content can help maintain this consistency.

Social Perception

A premium, high-quality maternity brand. A leader in sustainable maternity fashion in its region. Stylish and modern, offering an alternative to traditional, less fashionable maternity wear. Trustworthy and ethical due to its transparent sustainability efforts. A brand that understands and caters to the nuanced needs of modern mothers who value both style and sustainability.

Copy Examples

• •Introducing our latest collection, where timeless design meets conscious creation. Each piece is thoughtfully crafted from sustainable fabrics like organic cotton and Tencel, designed to embrace your changing form with elegance and comfort. Discover styles you’ll cherish, through pregnancy and far beyond. #ExpectationsCPH #SustainableMaternity #TimelessStyle
• •Feel the difference of Lenzing™ Ecovero™. Soft on your skin, gentle on the planet. Our new [Product Name] dress is made from this beautiful, biodegradable fabric, offering breathable comfort and a flattering drape. Because you shouldn't have to choose between feeling good and making a good choice. #ConsciousComfort #EcoFashion #MaternityWear
• •Invest in pieces that grow with you. Our [Product Name] top isn't just for nine months; its clever design and premium quality ensure a beautiful fit before, during, and long after your pregnancy. Style it your way, every day. Motherhood is a journey, dress for it beautifully and sustainably. #VersatileMaternity #SlowFashion #DesignedToLast
• •Special occasion coming up? Or perhaps you love variety without the commitment? Our maternity rental service offers you access to stunning Expectations Copenhagen pieces, sustainably. Look and feel incredible, reduce waste, and embrace the flexibility your modern life demands. #RentMaternityWear #CircularFashion #SmartStyle
• •Nurture yourself in unparalleled comfort. Our [Product Name] loungewear is crafted from the softest organic brushed cotton, designed to make those precious quiet moments even more special. Because feeling comfortable and beautiful is a gift you deserve, every step of the way. #MaternityComfort #SelfCare #ExpectationsMaternity