Brand Tone

Approachable, nurturing, and purpose-driven, combining friendliness, relatability, and inspiring passion for sustainability with informative, simple language.

Brand Values

• •Sustainability
• •Convenience
• •Quality
• •Community
• •Transparency

Best Practices

• •Always Lead with "Why": Start with the purpose. Connect the service back to the core values of sustainability and simplicity, reminding the audience they are making a conscious choice.
• •Use Nurturing and Encouraging Language: Address parents with empathy using words like "simple," "easy," "gentle," and "focus on what matters" to reinforce the brand's role as a supportive partner.
• •Balance Emotion with Logic: Pair the emotional appeal of adorable babies and precious moments with the logical benefits of the service (saving money, reducing waste, high-quality materials) to appeal to both heart and mind.
• •Ask Engaging Questions: Foster community by posing questions in social media captions, inviting conversation and making the brand feel like a two-way dialogue.
• •Maintain Visual and Tonal Synergy: Ensure the copy's tone always matches the visual aesthetic, creating consistency across all touchpoints for a strong, trustworthy brand identity.

Social Perception

Innovative, ethical, and highly valuable, seen as a smart, modern solution for parents. Perceived as trustworthy, environmentally responsible, and making a tangible positive impact.

Copy Examples

• •Less laundry, less clutter, more moments. Your baby’s next wardrobe capsule is just a click away. We deliver freshly laundered, organic essentials right to your door, so you can focus on the cuddles, not the chaos. Ready for the upgrade?
• •A baby outgrows 7 sizes in their first 2 years. That’s a lot of clothes and a lot of waste. Join the circle of parents dressing their little ones beautifully and sustainably. Rent a curated wardrobe of organic basics with Fundarentals and be part of the change.
• •Style Your Little One, Simplify Your Life. Beautifully curated, organic baby clothing for rent. A smarter, kinder way to dress your baby through every growth spurt.
• •Blink and you'll miss a size! 😉 We keep up with the growth spurts so you don't have to. #BabyClothes #ParentingHacks #SustainableLiving #FundarentalsNZ
• •Ever wonder how we keep our rental garments so fresh and soft? It’s a question we love to answer! We use only the gentlest, eco-friendly detergents to care for every piece before it reaches your little one. It's all part of our promise: quality, care, and a cleaner planet for their future.