Brand Tone

Nurturing & Gentle, Aspirational & Sweet, Authentic & Approachable, Quality-Focused

Brand Values

• •Comfort & Quality: Prioritizing soft, high-quality materials suitable for delicate skin.
• •Childhood Innocence & Joy: Celebrating the beauty and simplicity of early childhood.
• •Thoughtful Gifting: Providing curated and aesthetically pleasing options for baby showers and new parents.
• •Gentle Aesthetics: A commitment to soft colors, simple patterns, and timeless designs.
• •Customer Connection: Valuing interaction and positive relationships with their customers.

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key vocabulary (e.g., "little one," "precious," "gentle," "cherish"), a "do's and don'ts" list for language, and examples of on-brand copy. This ensures anyone writing for the brand stays consistent.
• •Focus on Sensory Language: Use words that evoke softness, comfort, and tenderness (e.g., "velvety," "cloud-like," "snuggly," "whisper-soft"). This reinforces the tactile nature of the products.
• •Tell Gentle Stories: Frame product benefits around creating happy memories, peaceful moments, and celebrating the unique joys of childhood. Connect emotionally with the audience.
• •Maintain Visual & Verbal Harmony: Ensure the copy on the website, social media, and marketing materials aligns with the soft, natural, and high-quality aesthetic of the brand's photography and design.
• •Engage with Empathy: When responding to customers on social media or through customer service, maintain the nurturing, helpful, and approachable tone. Show genuine care and understanding.

Social Perception

Kit & Wilder is generally perceived as a provider of high-quality, aesthetically pleasing baby and children's products. Customers seem to appreciate the softness of the fabrics and the "cute" factor of the designs. The brand is seen as a good source for gifts for new babies and young children. It has the image of a smaller, perhaps family-oriented or boutique business that cares about its products and customers. There's an expectation of a certain premium quality associated with the visual presentation and product descriptions.

Copy Examples

• •Product Description (Organic Cotton Romper): "Wrap your little one in the cloud-like softness of our organic cotton romper. Designed for gentle cuddles and unrestricted wiggles, it’s the perfect everyday essential for precious moments and peaceful slumbers. Kind to their skin, kind to the earth."
• •Instagram Post (New Collection Launch): "Whispers of spring and the sweetest of dreams. Our new collection has arrived, blossoming with delicate prints and the softest touch for your littlest loves. Discover pieces made for making memories. ✨ #KitAndWilder #NewCollection #BabyJoy #LittleOnes"
• •Facebook Ad (Targeting New Parents): "Welcoming a new life? Cherish every tiny yawn and happy gurgle. Kit & Wilder offers beautifully crafted essentials and thoughtful gifts designed to celebrate these first precious years. Shop our collection for the softest start. [Link]"
• •Email Subject Line (Promotion): "A Little Something Special for Your Little Sprout 🌱"
• •Website Banner (Gifting Season): "Find the Perfect Gift to Welcome Baby. Explore our curated collection of cherished keepsakes and cozy essentials at Kit & Wilder."