Brand Tone

Passionate, practical, and premium. Communicated through a personal, mom-to-parent voice that is both relatable and authoritative. The language is honest and straightforward, focusing on solving a real problem for parents and encouraging families to enjoy moments together without worrying about their children's comfort.

Brand Values

• •Quality and Durability
• •Practicality and Versatility
• •Comfort and Safety
• •Authenticity and Connection
• •Supporting Local

Best Practices

• •Always connect the product back to the founder's story and the problems it solves for parents Dressing kids in durable, comfortable, and stylish clothing that makes mornings easier.
• •Use "Parent-to-Parent" Language, with relatable words like "hassle-free," "easy," and "sanity-saver" to build connection and trust.
• •Consistently use keywords like "durable," "premium," "Made in Canada," "well-made," and "pass it on" to justify the premium price point and differentiate from fast fashion.
• •Describe the feel of the products, using phrases like "soft and cozy to the touch," "delicate on the skin," "no itchy seams," and "fluffy teddy fabric" to appeal to a parent's desire for their child's comfort.
• •Maintain a Founder-Led Voice on Social Media, leveraging the founder's personal journey on platforms like TikTok to build community and reinforce the brand's authenticity.

Social Perception

Perceived as a premium, niche brand targeting discerning parents who are willing to invest in higher-quality clothing for their children. The founder's active presence on TikTok creates a perception of transparency and passion. Engagement at pop-up events suggests a positive reception, with the brand story resonating with other parents.

Copy Examples

• •From playground adventures to cozy afternoons. Our All-Weather Playsuit is designed for non-stop play, no matter the weather. Made in Canada with a fluffy teddy exterior and a soft-as-a-cloud cotton lining, it’s the one outfit they’ll reach for every single morning. Make mornings easier and adventures cozier. #KlokKids #MadeForPlay #MadeInCanada
• •Stop shuffling through endless laundry for outfits that match. KLOK Kids was created by a mom who was tired of flimsy, poorly made clothes. Our premium, matching sets are built to last, feel amazing on their skin, and make getting dressed the easiest part of your day. Invest in quality, save your sanity. Shop our collection.
• •We made this to end the layering struggle. The Signature Teddy Cardigan features a dual-layer construction: a plush sherpa exterior for warmth and a breathable, Oeko-Tex certified cotton lining that’s gentle on sensitive skin. With a relaxed fit for easy movement and durable construction for endless wear, this isn't just another cardigan—it's your child's go-to uniform for comfort and play. Designed to be loved, lived in, and passed on.
• •As a mom, I needed kids' clothes that were durable, versatile, AND stylish. So I made them. #mompreneur #KLOKkids #kidsfashion #parentinghack #madeincanada
• •The Cozy Weather Uniform, Made for Everyday Play. Premium, durable, and incredibly comfortable all-weather sets designed in Canada to make life easier for parents and more fun for kids. Stop the clothing clutter with pieces they'll actually wear.