Brand Tone

whimsical, heartfelt, trustworthy, gentle, magical, and reassuring

Brand Values

• •Nurturing Imagination
• •Heirloom Quality & Craftsmanship
• •Age-Appropriateness
• •Customer-Centricity
• •Magic in the Everyday

Best Practices

• •Embrace Storytelling: Every piece of copy, from a product description to a social media caption, is an opportunity to tell a small story. Use evocative language that paints a picture of magic, adventure, and childhood wonder.
• •Use a "Whimsical but Trustworthy" Lexicon: Consistently use words like "magical," "enchanting," "wonder," "heirloom," and "storybook." Pair this with words that build trust, such as "handcrafted," "durable," "quality," and "Made in the USA."
• •Focus on the "Why" Behind the Play: Connect the products to the developmental benefit of imaginative play. Frame the costumes not just as clothing, but as tools that help children build creativity, confidence, and their own narratives.
• •Maintain a Gentle and Reassuring Voice: The tone should always be warm and approachable. When addressing practical aspects like care instructions or shipping, maintain a helpful, friendly tone, as if offering advice from one parent to another.
• •Let the Visuals and Copy Dance Together: Ensure the photography and visual branding on social media and the website align with the whimsical tone. The copy should enhance the magical feeling of the images, creating a cohesive and immersive brand experience.

Social Perception

premium, high-quality children's brand, an antidote to cheap mass-market costumes, associated with craftsmanship, special gifts, and appealing to a discerning customer base

Copy Examples

• •For every dragon to be tamed and every fortress to be guarded. Our new knight's tunic is crafted for the bravest of hearts, made from durable fabrics that are ready for any adventure. Because every day holds a new story to write.
• •There's magic in every stitch. Discover our heirloom fairy dresses, designed in our sunlit studio to be as timeless and unique as the child who wears them. Let their once upon a time begin.
• •From our family to yours. We believe in the magic of making things with care. That’s why every cape, gown, and crown is lovingly crafted right here in the USA, ensuring heirloom quality for moments of wonder that last.
• •Spark their imagination. Our whimsical dress-up clothes are more than just costumes; they're invitations to a world of make-believe. Durable, washable, and endlessly fun. #FairyFinery #ImaginativePlay #Handmade
• •A cape for casting spells and dreaming big. Woven from rich, soft velour and ready for magical journeys, this cape is designed to be a cherished part of their childhood adventures for years to come.