Brand Tone

whimsical, heartfelt, and premium

Brand Values

• •Imagination and Play
• •Timeless Quality
• •Authenticity and Family
• •Community
• •Aesthetic Beauty

Best Practices

• •Lead with Storytelling: Always weave the brand's origin story a family-run business from rural New Zealand into the narrative. This builds an emotional connection and reinforces authenticity.
• •Use Evocative and Sensory Language: Employ words that trigger feelings of nostalgia, magic, and quality. Phrases like "enchanting," "heirloom," "handcrafted," "timeless," and "cherished" should be staples in the brand's vocabulary.
• •Center the Child's Experience: Frame the products around the benefits for the child not just what the product is, but what it enables: imagination, adventure, storytelling, and creative play.
• •Emphasize Quality and Longevity: Clearly communicate the premium materials (genuine leather, wood) and the idea that these are "keepsakes," not just toys. This justifies the premium price point and appeals to parents seeking sustainable, long-lasting options.
• •Maintain a Warm and Personal Tone: Whether responding to comments, writing product descriptions, or sending emails, the voice should always be friendly, appreciative, and personal, as if communicating from one family to another. Referencing "your mini" or "your little one" adds a personal touch.

Social Perception

Indi&Co is perceived very positively as a creator of beautiful, high-quality, and unique children's products. Customers value the exceptional quality, unique designs, and see the products as aspirational purchases. The brand is also trusted as a small, local New Zealand business.

Copy Examples

• •For little feet on big adventures. Our Darcie boots aren't just made from genuine leather; they're made for making memories. Timeless, tough, and ready for anything.
• •Childhood is magic. Let their imaginations take flight with our Florence Embroidery Fairy Wings. Handcrafted with care in New Zealand to be a treasured part of their dress-up box for years to come.
• •More Than a House. It's a Home for a Thousand Stories. Discover our vintage-inspired wooden dollhouses and give a gift that will be cherished for generations.
• •A little magic for your mini, straight from our family to yours.
• •It's the little things that make childhood feel so big. Our timeless keepsakes are designed to spark joy and wonder. What adventures will you and your little one dream up today?