Brand Tone

Informative & Reassuring, while also being Gentle and Empowering

Brand Values

• •Comfort & Ergonomics
• •Safety & Quality
• •Freedom & Convenience
• •Natural & Eco-Conscious

Best Practices

• •Educate & Empower: Provide valuable information about babywearing benefits, safety, and product features in a clear, accessible, and reassuring way.
• •Even when addressing pain points (like back strain), frame the product as the helpful solution.
• •Maintain a consistent tone across all platforms, from website to social media.
• •Use natural and comforting language to reassure parents.
• •Highlight certifications and quality materials to build trust.

Social Perception

Trusted for Safety & Support. Seen as a Practical Solution.

Copy Examples

• •Crafted from soft, natural fabrics because your little one deserves the gentlest touch.
• •Finally, a carrier that loves your body as much as your baby does!
• •Our versatile 10-in-1 Jinki carrier grows with your child, making it the only carrier you'll need from those first delicate days to exciting toddler explorations.
• •Our Jinki carriers are lovingly made with materials like organic cotton and bamboo, ensuring your baby’s delicate skin is always wrapped in natural goodness.
• •Experience the freedom to explore while keeping your baby close and secure with our ergonomic design.