Brand Tone

The predominant tone of fawn + cub is aspirational, trendy, and empowering. It's friendly and informal, using colloquial language like 'cool moms' and 'mama era' to build a sense of community and relatability. The voice is confident and celebratory of modern motherhood, positioning itself as a brand for women who embrace their identity as mothers without losing their sense of personal style.

Brand Values

• •Celebration of Motherhood
• •Community
• •Style and Individuality
• •Entrepreneurial Spirit

Best Practices

• •Embrace the 'Insider' Language: Continue using brand-specific terms like 'Mama Era,' 'The Cool Moms Club,' and 'Raising Legends.' This strengthens the community feel and makes customers feel like they are part of an exclusive group.
• •Prioritize User-Generated Content (UGC): Actively feature customer photos on social media and the website. This provides social proof and authentically showcases the product in real-life settings, reinforcing the brand's community value.
• •Maintain a Consistent Visual Aesthetic: Ensure all photography professional and UGC aligns with the modern, slightly bohemian, and warm aesthetic. This visual consistency is key to brand recognition.
• •Speak Directly to the 'Modern Mom': All copy should address the identity of the contemporary mother one who is stylish, multifaceted, and proud. The tone should be empowering and celebratory, never patronizing.
• •Engage with the Community: Use social media captions to ask questions and start conversations. Respond to comments and messages to foster a direct relationship with customers, making the brand feel more personal and accessible.

Social Perception

The public and customer perception of fawn + cub is positive, viewing it as a stylish and desirable brand for contemporary mothers. The emphasis on matching sets is seen as a fun way to express the mother-child bond. The brand is perceived as being 'on-trend' and aligned with the modern 'mommy influencer' aesthetic. The consistent use of user-generated content on its social media reinforces its popularity and creates an authentic feel that resonates with its target audience.

Copy Examples

• •Same club, same vibe, same crewneck. Being your mom is the coolest gig I've ever had. ✨ Who's in the club with us? #FawnAndCub #CoolMomsClub #MomAndMe
• •Enter your Mama Era in style. This isn't just a sweatshirt; it's your new uniform for school pickups, playground runs, and cozy couch cuddles. Made from ultra-soft fleece, it’s designed for the moms who do it all and want to look good doing it. Because motherhood is your era own it.
• •Your Vibe Attracts Your Tribe. Find your people. The ones who get that motherhood is a wild, beautiful ride. Our matching Mama + Mini collections are made for creating memories in style. Shop the look and join a community of moms who are proud to be raising the future. #MamaAndMini #RaisingLegends
• •You asked, we listened. The collection is back! Ready for a restock? Your favorite 'mommy and me' styles have just been restocked. Don't miss out this time give your little one a twin you'll both love.
• •Twinning Season is Here. Get 15% off when you buy any Mama + Mini set. Because the best memories are the ones you match.