Brand Tone

Warm, empathetic, and encouraging, directly addressing parental challenges with supportive, positive, and aspirational language. It also incorporates a playful and creative element in product descriptions.

Brand Values

• •Connection
• •Creativity
• •Making Memories
• •Support for Parents
• •Fun

Best Practices

• •Always start from a place of understanding. Acknowledge that parenting is challenging. Use phrases like "We get it," "It's tough when...," and "You're not alone." This builds trust and makes the brand relatable.
• •Instead of just describing the box contents, focus on the outcome: the laughter, the "aha!" moments, the stories they'll tell later. Sell the feeling of connection, not just the craft supplies.
• •Share testimonials and user-generated content (with permission). Tell the story of the three dads on a mission. Frame each kit as a new "adventure" or "mystery" to be solved together, using evocative and imaginative language.
• •The brand's role is to be a cheerleader for families. Use uplifting, aspirational language. Avoid creating guilt around screen time; instead, frame your product as a joyful and exciting alternative.
• •The warm, supportive, and slightly playful voice used on TikTok and Instagram should match the website copy, the instructions inside the box, and customer service emails. This creates a cohesive and trustworthy brand experience.

Social Perception

The brand is perceived as a valuable tool for fostering family bonding, offering a positive and meaningful alternative to screen time. Its origin story of three dads on a mission adds authenticity and relatability, positioning them as facilitators of positive, shared experiences.

Copy Examples

• •Less screen time, more scream-with-laughter time. Remember the last time you all laughed so hard you cried? We're on a mission to make that happen more often. Our adventure kits take the planning off your plate, so you can focus on what really matters: connecting, creating, and making memories that stick. Ready to reclaim family night? #HelloFamily #FamilyGameNight #MakingMemories #ScreenFreeKids
• •The monthly subscription that brings your family closer. You're juggling a million things, and planning quality family time can feel like one more chore. We get it. That's why we created Hello Family. Each month, get a new, creative adventure delivered to your door—everything you need to unplug and play. Kid-tested, parent-approved, and guaranteed to be the best part of your month. Click to start your first adventure!
• •Is screen time winning? Let's change that.
• •The Legendary 'Tionary Canary Adventure: Unfold the map, decode the clues, and create a story that's uniquely yours! The Legendary 'Tionary Canary kit isn't just a game; it's a collaborative adventure in creativity. Work together to build your characters, illustrate your tale, and bring a fantastic story to life. Perfect for boosting creativity and teamwork, this kit provides all the tools you need for an unforgettable, screen-free journey into imagination.
• •Take the Guesswork Out of Togetherness. Fun-filled family adventures, delivered monthly.