Brand Tone

Nurturing, Sophisticated, and Mindful

Brand Values

• •Sustainability and Purity
• •Curated Quality and Design
• •Child Development
• •Customer-Centricity and Personal Touch

Best Practices

• •Lead with Values: Always frame product benefits within the brand's core values. Instead of just "soft fabric," say "GOTS-certified organic cotton that's gentle on baby's skin and the earth."
• •Use a Sophisticated yet Gentle Vocabulary: Employ words like "curated," "mindful," "essential," "cherish," and "conscious." Avoid overly technical jargon or overly simplistic, playful language that doesn't match the sophisticated aesthetic.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the clean, minimalist, and natural aesthetic of the visuals. The words should feel as calm and curated as the images look.
• •Speak Parent to Parent: Write with empathy and understanding. Acknowledge the desire of modern parents to provide the best for their children in a conscious way. The "Designed by parents, for parents" ethos should come through in the copy.
• •Highlight the "Why," Not Just the "What": Instead of listing product features, tell the story behind them. Explain why a product is made from a certain material (sustainability, safety) or why it was chosen for the store (educational value, timeless design). This reinforces the brand's role as a thoughtful curator.

Social Perception

Trusted and Reliable, Premium and Aspirational, Authentic and Value-Aligned

Copy Examples

• •Instagram Post (Image of a wooden toy in a child's hands): The beauty of simple, mindful play. We believe that the best toys are the ones that spark imagination. Crafted from sustainable wood and finished with non-toxic paints, this little friend is more than a toy ar an it's a companion for countless adventures, made to be cherished for years to come. #HelloArchie #SustainablePlay #MindfulChildhood
• •Website Product Description (For an organic cotton baby romper): The Cloud-Soft Organic Romper. Wrap your little one in pure comfort. Our Cloud-Soft Romper is woven from 100% GOTS-certified organic cotton, ensuring it's gentle on delicate skin and kind to our planet. Featuring a minimalist design and earthy tones, it’s a timeless essential for everyday moments, from morning cuddles to afternoon naps.
• •Email Newsletter Subject Line: Consciously Cuddled: Our new collection of organic essentials is here.
• •Facebook Ad (Carousel of different products: a blanket, a teether, a book): Thoughtfully Curated for Your Little One. From the softest organic fabrics to sustainably sourced wooden toys, every piece in the Hello Archie collection is chosen with love and intention. Discover a world of pure, safe, and beautiful essentials for your child's journey. Shop now for free shipping on orders over €50.
• •Website Banner (Homepage): Embracing the beauty of childhood. Sustainable, high-quality design for little ones and their families.