Brand Tone

Honest & Unfiltered, Humorous & Irreverent, Relatable & Empathetic, Solution-Oriented & Practical, Bold & Disruptive

Brand Values

• •Authenticity/Honesty
• •Innovation & Problem-Solving
• •Empowerment
• •Community/Support
• •Normalizing the "Gross"

Best Practices

• •Embrace the "Real": Always ground your copy in the authentic, sometimes chaotic, experiences of parenthood. Avoid overly sentimental or picture-perfect portrayals. Think "real talk."
• •Inject (Appropriate) Humor: Use wit, clever wordplay (like their product names), and relatable humor to connect with parents. The humor should be knowing and empathetic, not dismissive.
• •Be Direct and Solution-Focused: While the tone is playful, the message should clearly communicate how Frida products solve specific problems. Get to the point about the benefits.
• •Use "Us vs. Them" (Gently): Position Frida as being "in on the secret" with parents, understanding the things other brands might ignore. The "them" can be outdated parenting advice or overly idealized portrayals.
• •Speak Their Language: Use colloquialisms and phrasing that real parents use (while maintaining clarity). Address their pain points directly and with understanding (e.g., "snotty noses," "medicine messes," "freeing farts"). Don't be afraid of slightly irreverent or bold statements that cut through the noise.

Social Perception

Positive, Trusted, Innovative, Relatable and Funny, Worth the Price (Generally), Advocate for Moms

Copy Examples

• •Instagram Post (Image: a beautifully chaotic nursery): "Your nursery. Their kingdom. Our job? To provide the gear for the glorious, snotty, gassy, beautiful mess of it all. #FridaBaby #ParentingUnfiltered #RealLife"
• •Facebook Ad (Video: quick cuts of NoseFrida, Windi, MediFrida in action): "Boogers? Conquered. Gas? Gone. Medicine time? Actually manageable. Stop wrestling, start Frida-ing. Solutions for the real $%*! you deal with daily. Shop now, thank us later."
• •Product Page Snippet (for a new Frida Mom product): "Postpartum is a wild ride. Your body's done a marathon, and now it needs TLC, not tiptoeing. Our new [Product Name] isn't about bouncing back; it's about real recovery, for your real, amazing body. No fluff, just the good stuff."
• •TikTok Video Caption (User struggling then succeeding with a Frida product): "Level Unlocked: Parenthood Hard Mode. Good thing we make cheat codes. 😉 #FridaHacks #MomLife #DadLife #BabyStrugglesSolved"
• •Email Subject Line (for a sale): "Less Fuss, More 'Yes!' (And a Sweet Deal Inside)." (Body preview: "Because you've got enough on your plate. Let us handle the [problem product solves].")