Brand Tone

Gentle, sophisticated, and nurturing with a soft-spoken elegance that is calm, intentional, and professional.

Brand Values

• •Quality & Craftsmanship
• •Aesthetic Intentionality
• •The Magic of Childhood
• •Comfort
• •Functionality

Best Practices

• •Prioritize sensory language by using words like 'buttery-soft', 'breathable', and 'gentle' to emphasize product feel.
• •Maintain a neutral palette in text by avoiding excessive exclamation marks or loud, hype-driven slang to remain grounded.
• •Focus on the 'Why' of parenthood by connecting products to emotional experiences like quiet midnight cuddles.
• •Ensure consistency across all channels so the website mystery matches the social media teaser content to build trust.
• •Balance aspirational and inclusive tones to make customers feel part of an exclusive yet welcoming club of stylish parents.

Social Perception

The aspirational and curated choice for modern families who value 'Instagrammable' aesthetics and high-quality, giftable nursery essentials.

Copy Examples

• •The wait is almost over. Something soft, something new, and something made just for your little ones is on its way. Join the inner circle for early access to our next collection.
• •Designed with the gentlest touch in mind. Our signature swaddles combine breathable fabric with hand-drawn prints, ensuring your baby stays cozy while looking timeless.
• •Slow mornings and soft layers. Because the biggest moments happen in the smallest details. #HarlanAndCo
• •At Harlan & Co., we believe that baby essentials should be as beautiful as they are functional. We curate pieces that celebrate the art of childhood and the joy of a well-designed home.
• •Elevate the nursery for less. For a limited time, bring home the pieces you love at prices that make sense. Quality you can feel, style you can see.