Brand Tone

Playful and Whimsical, Nostalgic, Joyful and Energetic, Unapologetic and Individualistic, Friendly and Approachable, Enthusiastic

Brand Values

• •Self-Expression and Individuality
• •Playfulness and Joy
• •Creativity and Artistry
• •Slow Fashion and Quality
• •Ethical Responsibility
• •Accessibility
• •Nostalgia

Best Practices

• •Create a "Brand Voice" Style Guide: Document key tone characteristics (e.g., playful, nostalgic), "words we love" (e.g., kiddo, playground, joy, whimsical, adventure), and "words we avoid" (e.g., sophisticated (in a stuffy sense), basic, ordinary). This ensures everyone writing for the brand is on the same page.
• •Embrace Storytelling: Share the "why" behind designs, the inspiration (often nostalgic or art-based), and the journey of the brand. This reinforces values like creativity and individuality.
• •Use Playful Language and Emojis (where appropriate): Incorporate whimsical descriptions, puns, and lighthearted phrasing. Emojis can enhance the joyful and expressive nature of the brand, especially on social media.
• •Speak Directly to the "Inner Child" or "Kidult": Address the audience in a familiar, friendly, and encouraging way, acknowledging their desire for fun, self-expression, and nostalgia. Use phrases like "kiddo," "kid at heart."
• •Highlight Values Consistently: Weave in mentions of slow fashion, ethical production, inclusivity, and the joy of unique self-expression in product descriptions, social posts, and all brand communications. This reinforces what Kina & Tam stands for beyond just the clothing itself.

Social Perception

Unique and Eye-Catching, Fun and Childlike (in a positive, "kidult" way), Good Quality (generally), Ethically Conscious (increasingly), Inclusive Sizing Advocate, Associated with "Dopamine Dressing"

Copy Examples

• •Product Description (for a brightly colored, animal-themed sweater): "Unleash your inner wild child! Our 'Critter Comfort' sweater isn't just a sweater; it's a wearable hug from your favorite cartoon character. Knitted with love and a sprinkle of mischief, it’s designed for playground adventures and cozy couch cuddles. Warning: may cause spontaneous smiles and an uncontrollable urge to play!"
• •Social Media Post (Instagram/TikTok caption for a new collection): "Remember those crayon masterpieces you proudly stuck on the fridge? We turned them into clothes! 🖍️✨ Our new collection is a vibrant explosion of color, comfort, and pure, unadulterated fun. Because adulting is serious enough – your wardrobe doesn't have to be. #KinaAndTam #WearYourJoy #KidultForever #SlowFashionFun"
• •Email Newsletter Subject Line: "Psst... Your Inner Kid Called (They Want These Clothes!) 🤫"
• •"About Us" Snippet: "At Kina & Tam, we believe fashion should feel like finding an extra scoop of ice cream in your cone – a delightful surprise that makes your day. We're a small gang of dreamers crafting wearable art that’s big on personality and small on boring. Join our playground!"
• •Website Banner for a Sale: "Recess is in session! 🎉 Snag your favorite playful pieces at prices that’ll make you jump for joy. Limited stock, maximum fun!"