Brand Tone

Vibrant & Expressive, Friendly & Approachable, Conscious & Responsible, Proudly Chilean, Playful & Daring (for clothing)

Brand Values

• •Color & Joy
• •Personality & Self-Expression
• •Local Production & National Pride
• •Sustainability & Environmental Consciousness
• •Quality & Care
• •Inclusivity & Equality
• •Good Customer Relationships

Best Practices

• •Embrace "Color" and "Personality" as Keywords: Consistently weave in words and phrases that evoke vibrancy, self-expression, joy, and boldness. Even when discussing baby items, the underlying feeling can be one of joyful parenting and vibrant childhoods.
• •Always Highlight "Hecho en Chile": Make this a proud and consistent element in product descriptions, social media posts, and about sections. It’s a clear value and differentiator.
• •Maintain a Friendly and Positive Voice: Whether addressing parents or fashion enthusiasts, keep the language upbeat, approachable, and optimistic. Even when discussing serious topics like sustainability, frame it positively (e.g., "Join us in making a difference").
• •Segment but Unify: While the target audience for a stroller is different from that for a "sunga," the overarching brand values of joy, color, personality, and Chilean pride can be common threads. Use slightly different tones (e.g., more nurturing for baby items, more daring for fashion) but ensure the core Kidel spirit shines through. For instance, both can share the "made with passion" and "attention to detail" aspects.
• •Integrate Sustainability Naturally: When applicable, talk about sustainable practices or materials as a natural part of the product's story and the brand's commitment, rather than an isolated or preachy message. Make it a bonus feature that aligns with the values of a conscious consumer.

Social Perception

As a Children's Goods Retailer: Perceived as a provider of a wide range of baby and children's necessities, from practical items like strollers and car seats to developmental toys and clothing. The website is the primary source for this perception. As an Adult Clothing Brand: Perceived as a vibrant, stylish, and daring Chilean-made clothing line for men and women who appreciate colorful designs and want to express their personality. This perception is heavily pushed on their social media and in fashion-related mentions. As a Sustainable Brand: For those aware of their "Moda Sustentable" initiatives, they are perceived as environmentally conscious.

Copy Examples

• •Little steps, big adventures! 👣 Discover our new collection of organic cotton first-step shoes, made with love in Chile. Soft for their feet, gentle on our planet. #KidelBaby #SustainableSteps #HechoEnChileConAmor
• •Don't just walk, make a statement! 💥 Our latest 'Color Burst' collection is here – vibrant, bold, and 100% Hecho en Chile. Ready to fill your world with personality? #KidelChile #VisteColor #ModaChilenaTaquillera
• •Style that speaks volumes, sustainably. 🌿 This coat? Made from recycled PET bottles right here in Chile. Look good, feel good, do good. That's the Kidel way. #KidelSustentable #ModaConProposito #HechoEnChile
• •From tiny giggles to bold strides, Kidel is here to add a splash of color and joy to every stage of life! ✨ Explore our world of baby essentials and vibrant Chilean-made fashion. #KidelParaTodos #AlegriaHechaEnChile
• •Summer's calling, and so are our sungas! 😉 Dare to dive into color with Kidel. Proudly designed and made in Chile for those who live loud. #KidelVerano #AtreveteAlColor #SungasChile