Brand Tone

approachable, reassuring, and practical

Brand Values

• •Comfort
• •Accessibility/Affordability
• •Family-Oriented
• •British Heritage & Quality
• •Practicality & Realism
• •Well-being
• •Sustainability

Best Practices

• •Embrace "Real": Use relatable language that acknowledges the everyday imperfections of life and sleep. Avoid overly aspirational or clinical terminology. Focus on how products fit into real, sometimes chaotic, lives.
• •Prioritize Comfort and Care: Let the language convey warmth, reassurance, and a genuine desire to improve the customer's well-being through better sleep. Highlight the tangible benefits of comfort.
• •Be Approachable and Simple: Keep sentences clear, concise, and easy to understand. Avoid jargon. The tone should feel like a friendly, knowledgeable expert offering helpful advice.
• •Subtly Weave in Heritage and Quality: Mentioning "Made in the UK" or the brand's long history can build trust and reinforce quality without being boastful.
• •Focus on Solutions for "Every Body": Consistently reiterate inclusivity – that Slumberdown caters to different needs, ages, sleep styles, and even pets, reinforcing the "better sleep for every body" mantra.

Social Perception

reliable and affordable brand for everyday bedding needs

Copy Examples

• •Headline: Real Life Needs Real Sleep. We Get It. Body: Juggling work, family, and the dog that *always* hogs the bed? We understand. Slumberdown is here with cosy, no-fuss bedding that helps your whole family get the rest they truly need. Because better sleep shouldn't be a fairy tale, it should be your reality.
• •Product Focus (Anti-Allergy Pillow): Breathe Easy, Sleep Soundly. Body: Sneezes and sniffles keeping you up? Our Anti-Allergy pillows are specially designed to help reduce dust mites and bacteria, so you can drift off peacefully. Comfort you can count on, night after night.
• •Brand Story Snippet: 100 Years of Cosy. And Counting. Body: Since 1916, we've been making bedtime better for British families. Crafted with care in Yorkshire, our duvets and pillows bring together generations of sleep wisdom with the comfort your family deserves today.
• •Value Proposition: Quality Sleep Without the Fancy Price Tag. Body: Everyone deserves a great night's sleep. That’s why Slumberdown offers high-quality, comfy bedding for the whole family, that’s kind to your budget. Sleep well, spend less.
• •Pet Bedding: Happy Paws, Peaceful Nights. Body: Because your furry family members deserve dreamy comfort too! Our Paws for Slumber pet beds are designed with the same care as our people bedding, ensuring your loyal companion gets the supportive, cosy rest they need.