Brand Tone

Helpful and Understanding, Stylish and Modern, Practical and Solution-Oriented, Community-Focused and Relatable, Confident and Quality-Conscious

Brand Values

• •Minimalism and Practicality: "Deliberately Minimal" is a key phrase, emphasizing carrying only essentials to simplify life.
• •Functionality and Thoughtful Design: Bags are designed with specific needs in mind, such as built-in waterproof wipe pockets and detachable changing pads.
• •Quality and Durability: Use of high-quality, easy-to-clean, and durable materials like vegan leather and stain-resistant nylon.
• •Style and Versatility: Creating products that are not only functional but also stylish and can be used beyond the diaper stage or for various needs (e.g., dog walking).
• •Parent-Centric (and User-Centric): Born from the founders' own needs as mothers, the brand focuses on making parents' lives easier. This extends to other users like dog owners.
• •Ethical Considerations & Transparency: Use of vegan leather, commitment to safe, non-toxic materials (California Prop 65 compliant), and giving back 1% of sales to mothers and children affected by incarceration through Hour Children. They also state they believe in transparency regarding manufacturing practices and brand values.
• •Originality and Ingenuity: Emphasize their original designs and innovative features.

Best Practices

• •Speak from Experience, Connect Emotionally: Use language that shows understanding of the challenges and joys of parenting (or the target audience's specific needs). Share relatable scenarios.
• •Highlight Solutions and Benefits, Not Just Features: Instead of just saying "waterproof pocket," explain the benefit: "keeps wipes moist for a week" or "safely stores soiled onesies."
• •Emphasize Quality and Thoughtful Design: Use descriptive words that convey the premium feel and intentionality behind the product (e.g., "premium vegan leather," "stain-resistant nylon," "ergonomic design," "patent-protected design").
• •Maintain a Stylish yet Approachable Voice: The language should be sophisticated enough to reflect the product's style, but also warm, friendly, and inclusive. Avoid overly technical jargon.
• •Reinforce Core Values: Weave in key phrases and concepts like "deliberately minimal," "hands-free," "simplify," and the brand's commitment to ethical practices and giving back where appropriate.

Social Perception

Positive: Customers generally praise the bags for their convenience, style, and functionality, often calling them a "lifesaver" or "game-changer" for parents. High Quality but Pricey: The quality and thoughtful design are recognized, though some customers note the higher price point. However, many feel the value justifies the cost. Innovative and Solves a Real Problem: Users appreciate the minimalist approach and the solution it provides to carrying essentials without a bulky bag. Stylish and Not Just for Diapers: Many users love that the bag doesn't look like a traditional diaper bag and can be used for other purposes or after children are out of diapers. Good Customer Service: Some reviews highlight positive customer service experiences. Growing Recognition: The brand has received positive mentions in various publications like Forbes, Conde Nast Traveler, Parent Magazine, Real Simple, and The Bump.

Copy Examples

• •Headline: Simplify Your Outings. Style Your Adventures. Body: Tired of juggling a bulky diaper bag? The Kibou fanny pack keeps your essentials organized and accessible, so you can focus on what truly matters. Hands-free, stylish, and thoughtfully designed by moms, for moms (and dads!).
• •Headline: Less Bag, More Freedom. Body: Meet your new favorite sidekick. The Kibou bag is deliberately minimal, yet surprisingly spacious, with a spot for everything – from wipes and diapers (thanks to our built-in changing pad!) to your keys and phone. Embrace the joy of less.
• •Headline: Not Just a Diaper Bag, It's Your Everyday Essential. Body: Crafted from premium vegan leather and designed for life beyond babyhood. Whether you're navigating park playdates, city strolls, or errands, Kibou keeps you effortlessly prepared and chic.
• •Headline: Made by Parents, Perfected for You. Body: We get it. That’s why we created Kibou – the award-winning fanny pack diaper bag that blends smart design with a look you’ll love. Featuring a waterproof wipes pocket, detachable changing pad, and easy-to-clean materials.
• •Headline: Your Go-To for Hands-Free Adventures (Big or Small!). Body: From quick coffee runs to all-day explorations, the Kibou bag ensures you have exactly what you need, right where you need it. Durable, non-toxic, and designed to make your journey a little lighter and a lot more stylish.