Brand Tone

honest, empathetic, witty, and unapologetic

Brand Values

• •Authenticity
• •Innovation
• •Empowerment through Education
• •Courage

Best Practices

• •Speak Parent-to-Parent: Write as if you're giving advice to a friend in the thick of it. Use "you" and "we" to create a sense of shared experience. Avoid corporate jargon and overly polished language.
• •Embrace the "Gross" with Humor: Don't shy away from words like snot, poop, gas, and perineal tears. Pair these realities with witty, disarming humor to make parents feel seen, not scared.
• •Lead with the Problem, Not the Product: Start with the relatable, frustrating parenting problem (e.g., "a baby that won't stop screaming"). Then, introduce the Frida product as the no-nonsense solution.
• •Turn "Weird" into a Badge of Honor: Acknowledge that some products might seem strange (like sucking snot through a tube). Frame this as a sign of smart, Swedish innovation that gets the job done when nothing else will.
• •Be Bold and Unapologetic: Channel the brand's fearless attitude. Write copy that challenges conventions and isn't afraid of being rejected by the mainstream. This confidence is the core of Frida's appeal.

Social Perception

disruptive and essential brand

Copy Examples

• •You vs. the gallon of snot in your baby's nose. Spoiler: you win. It might look weird, but so does parenting. #TheFussStopsHere
• •Your vagina just did a miraculous, world-changing, body-bending thing. The least you can do is give it a gentle, targeted stream of relief. The hospital gives you a squirt bottle. We give you a spa day for down there. You've pushed enough. #PostpartumPrepared
• •Your vagina will thank you. (No, seriously.)
• •The baby aisle lied. Get solutions that actually work. Frida. The fuss stops here.
• •We solve for both. Frida.