Brand Tone

Poetic, practical, and soft. It balances a sense of gentle wonder with a clear emphasis on functionality and design. The language is warm and inclusive, aiming to celebrate the daily life of babies and their parents, conveying minimalist elegance and heartfelt creation.

Brand Values

• •Modern Aesthetics and Minimalism
• •Functionality and Practicality
• •Child Development
• •Safety and Quality
• •Family-Centric

Best Practices

• •Embrace Poetic Simplicity: Use gentle, evocative language that is both simple and beautiful. Phrases like "as pretty as it is useful" and "soft and design" capture the brand's essence.
• •Highlight the "Why": Always connect the product's features to a deeper value, such as child development or celebrating family life. For instance, it's not just a toy, it's a tool to "stimulate dreams and imagination".
• •Speak to the Modern Parent: Acknowledge the aesthetic and practical needs of today's parents. Use terms like "minimalist design," "easy-to-mix colors," and "functional" to resonate with this audience.
• •Maintain a Warm and Inclusive Voice: Address both mothers and fathers, and use a tone that feels like a supportive friend rather than a large corporation.
• •Let the Design Speak: The copy should complement the product's minimalist aesthetic. Keep text clean, concise, and focused on the harmony between beauty and utility. The brand's mission is to offer items that are "as pretty and useful, poetic and practical, soft and design".

Social Perception

Positive, perceived as offering high-quality, aesthetically pleasing, thoughtful design, sustainable, and child-development focused items for children. The perception is largely shaped by the product itself and the retailers who endorse it.

Copy Examples

• •Soothe tiny gums with a touch of seaside serenity. Our new shell teether, crafted from soft, food-grade silicone, is designed to be as gentle on your baby as it is beautiful in your home. Where poetry meets practicality.
• •leo et lea: For the quiet moments and the playful discoveries. Beautifully practical accessories for your baby's world. Designed with love in France.
• •Build towers to the sky and watch them tumble down. Our stacking stars are more than just a toy; they're a lesson in creativity and a celebration of touch. In soft, muted tones that delight both little ones and parents.
• •Welcome to the modern family, reimagined. At leo et lea, we believe baby essentials should be both useful and beautiful. Discover our collection of poetic and practical accessories, made for the everyday moments you'll cherish.
• •leo et lea was born from a simple idea: to create baby accessories that are as lovely as they are useful. Designed in Strasbourg, our products bring a touch of soft, minimalist design to the beautiful chaos of family life, stimulating imagination through play.