Brand Tone

Friendly and Approachable, Playful and Fun, Passionate and Enthusiastic, Helpful and Informative

Brand Values

• •Quality
• •British Made
• •Unique Design & Style
• •Comfort and Practicality
• •Family-Oriented
• •Ethical Considerations

Best Practices

• •Embrace the "By Parents, For Parents" Voice: Consistently use language that shows understanding of parental needs (e.g., durability, washability, comfort) and a shared joy in childhood.
• •Highlight "Handmade in the UK" & Quality Fabrics: Regularly and clearly communicate these core value propositions. Use descriptive words like "luxury," "soft," "durable," "Oeko-Tex certified," "organic" where applicable.
• •Keep it Playful and Positive: Use cheerful, upbeat language. Incorporate fun descriptions for prints and patterns that evoke a sense of adventure and childhood imagination.
• •Be Authentic and Transparent (especially addressing concerns): While maintaining a positive tone, be prepared to address customer feedback constructively. If production methods have evolved (e.g., factory use), ensure current descriptions are accurate to avoid a perception of misleading customers.
• •Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual style of the brand (bright, colourful, fun imagery). This consistency across all touchpoints reinforces the brand identity.

Social Perception

Positive Perception: High-quality, stylish, and unique British-made children's clothing. Negative Perception: Perceived declines in quality, issues with customer service, and a feeling that the "handmade" aspect might be misleading.

Copy Examples

• •Instagram Post Caption (New Legging Design): "Splish, splash, and dash into adventure! 🌈 Our new [Pattern Name] leggings are here – handmade in the UK with the softest, Oeko-Tex certified cotton for happy little legs. Ready for playtime? You bet! #FredAndNoah #BritishMade #KidsFashion #NewArrival #PlaytimeReady"
• •Website Banner (Homepage): "Dress your little explorers in comfort and colour! ✨ Fred & Noah: Lovingly handmade in the UK, with prints as unique as they are. Shop durable, super-soft styles that kids (and parents!) adore."
• •Facebook Ad (Targeting New Parents): "Welcome to the world, little one! Keep them snug and stylish with Fred & Noah's organic cotton sleepsuits. Designed by parents, for parents, right here in the UK. Gentle on skin, easy to wash, and oh-so-cute! Discover the collection. #NewBaby #OrganicCotton #MadeInUK #FredAndNoahBaby"
• •Product Description Snippet (for a brightly printed t-shirt): "Get ready for roarsome fun! Our [Dinosaur/Animal Name] tee is crafted from premium, breathable cotton, perfect for all-day adventures. The vibrant, kid-approved print stays bright wash after wash, and it’s hand-printed with love in our Essex studio. Because childhood should be full of colour!"
• •Email Newsletter Subject Line (Seasonal Promotion): "☀️ Hello Sunshine! Play-proof outfits for sunny days ahead – handmade with love by Fred & Noah!"