Brand Tone

friendly, humorous, and supportive

Brand Values

• •Comfort and Quality
• •Style
• •Relatability
• •Eco-Friendliness

Best Practices

• •Lead with Empathy and Humor: Always frame the copy from a place of understanding the unique and often humorous challenges of pregnancy. Use "we get it" language to build a connection.
• •Prioritize Comfort in a Fun Way: While the humor is the hook, the underlying message should always be about comfort and quality. Pair witty slogans with descriptions of soft, breathable, and durable materials.
• •Use "Journey" and "Adventure" Framing: Position pregnancy as an exciting journey. This positive and supportive language reinforces the brand's role as a companion rather than just a clothing retailer.
• •Keep it Casual and Conversational: Use contractions (like "it's" and "you're") and speak directly to the customer ("you" and "your"). The tone should feel like a friend offering a recommendation.
• •Leverage User-Generated Content and Reviews: Feature customer photos and testimonials in marketing materials. This aligns with the community-focused, relatable value of the brand and adds authenticity.

Social Perception

Customer reviews are overwhelmingly positive, describing products as "the best sweatshirt you can have," "comfortable and practical," and "perfect for new moms." The brand is perceived as a fun, reliable source for stylish and comfortable maternity wear, engaging a younger demographic of mothers through platforms like TikTok.

Copy Examples

• •That 'is she... or did she just have a big lunch?' phase. We get it. Our 'It's Not A Food Baby' tee says it all so you don't have to. Shop the collection for a comfy, stylish pregnancy.
• •Your Body Is Doing Amazing Things. Dress It Comfortably. Discover our collection of super-soft, eco-friendly maternity wear.
• •Caution: Bump Ahead! (And a special offer inside).
• •From baby bump to twinning with your little one. Our 'My New Name is Mommy' sweatshirt is the perfect uniform for your new adventure. #momlife #pregnancyjourney #babyshowergift
• •Embrace every moment of your maternity journey with a touch of humor and a whole lot of comfort. Our 'Hands Off The Bump' hooded sweatshirt is crafted from soft, breathable fabric designed to grow with you. It’s more than just a sweatshirt; it's a statement piece for the proud mom-to-be.