Brand Tone

aspirational, heartfelt, and culturally proud

Brand Values

• •Style and Aesthetics
• •Quality and Comfort
• •Family and Connection
• •Modernizing Tradition
• •Exclusivity

Best Practices

• •Always lead with emotion: Connect with the parental audience by tapping into feelings of love, pride, and nostalgia. The brand's origin story is a powerful tool for this.
• •Weave in cultural keywords: Use terms like "heritage," "tradition," and the names of the garments (Baju Melayu, Kurta) to reinforce the brand's unique identity.
• •Emphasize quality and comfort: Parents are always concerned about the well-being of their children. Highlight the premium materials and thoughtful design that ensure comfort.
• •Maintain an aspirational yet accessible tone: The language should be elegant and sophisticated, but also warm and inviting. Avoid overly complex or technical jargon.
• •Use storytelling in social media: Share the stories behind the collections, feature customer photos (with permission), and continue to narrate the brand's journey. This will build a loyal community around the shared values of family, culture, and style.

Social Perception

A niche, high-quality, and culturally significant brand. For its target audience of Malaysian parents, it is likely seen as a go-to for special occasions and for instilling cultural identity. Outside its core market, it is perceived as an authentic and unique brand, with a strong sense of trustworthiness and reliability.

Copy Examples

• •Elegance for the little ones. Our latest collection of Baju Melayu reimagines tradition with a touch of modern charm. Dress him in stories of heritage and style. #kecheekraya
• •Soft on his skin, stylish in every stitch. We believe that comfort and fashion go hand-in-hand. Discover our range of premium Kurtas, designed for play and prayers. #kecheekcomfort
• •His first steps, his first smile, his first Baju Melayu. Some moments are just too precious. Create lasting memories with our timeless designs. #kecheekmoments
• •From a mother's heart to your little one's wardrobe. kecheek was founded on the belief that boys deserve to be just as stylish as they are adventurous. #kecheekstory
• •Celebrate this Hari Raya with kecheek. Explore our collection and find the perfect outfit that reflects the joy of the occasion and the richness of our culture. Shop now. #kecheekfestive