Brand Tone

Caring and Empathetic, Reassuring and Supportive, Informative and Expert, Trustworthy and Safe, Innovative

Brand Values

• •Child Well-being and Safety
• •Parental Support and Peace of Mind
• •Quality and Durability
• •Innovation
• •Simplicity and Ease of Use
• •Sustainability
• •Authenticity and Transparency

Best Practices

• •Embrace Empathy: Always write from a place of understanding the challenges new parents face. Use language that acknowledges their struggles and offers genuine support (e.g., "We know how tiring it can be," "You're not alone").
• •Prioritize Safety and Reassurance: Consistently highlight the safety features of the products (Oeko-Tex, secure design) and the peace of mind they bring. Use calming and reassuring words.
• •Educate Gently: Provide clear, concise information about how the products work and their benefits, avoiding overly technical jargon. Focus on the positive outcomes for both baby and parent.
• •Maintain Authenticity: Continue sharing the founder's story and genuine customer testimonials. This builds trust and connection. Be transparent about the product, including addressing common questions or concerns (like the rental option for trying before committing to a purchase).
• •Use Warm and Positive Language: Keep the tone hopeful, positive, and focused on solutions. Words like "gentle," "calm," "peaceful," "secure," and "restful" align well with the brand's ethos. Ensure visuals on social media and the website continue to reflect this soft, caring aesthetic.

Social Perception

Life-saver/Problem-solver, High Quality, Premium Price, Innovative and Unique, Trustworthy, Supportive Community

Copy Examples

• •Headline: Sleepless nights? Find your peace with Fedde&Kees. Body: We understand the silent wish every parent has for a peacefully sleeping baby. Born from a mother's love and a quest for safe, sound sleep, our award-winning Nunki sheet offers gentle comfort and security, helping your little one (and you!) rest easy. Discover the Fedde&Kees difference.
• •Headline: The Secret to Sweeter Dreams: Simple, Safe, Secure. Body: Tired of complicated swaddles and loose blankets? The Nunki sheet’s innovative zip-and-tuck design makes bedtime a breeze. Crafted with Oeko-Tex certified fabrics, it provides a reassuring, womb-like hug for deeper, safer sleep. Give your baby the gift of calm.
• •Headline: More Than Just a Sheet, It's a Sleep Revolution. Body: Join over 40,000 parents who’ve rediscovered restful nights with Fedde&Kees. Our unique Nunki sheet is designed to soothe restlessness and promote longer, more peaceful sleep, so your whole family can thrive. Because when baby sleeps, everyone sleeps better.
• •Headline: Designed by a Mom, Loved by Babies (and Parents!). Body: Frederieke, our founder and a mom of four, knew there had to be a better way. That’s why she created Fedde&Kees – innovative sleep solutions that are easy to use, incredibly effective, and always put your baby's safety and comfort first. Experience the caring touch in every stitch.
• •Headline: Invest in Rest. Quality Sleep for Your Baby, Peace of Mind for You. Body: While the journey of parenthood is priceless, quality sleep is a precious commodity. Our sustainably made, award-winning sleep solutions are an investment in your baby's well-being and your family's harmony. Try the Nunki sheet and feel the difference.