Brand Tone

Friendly, Relatable, and Empathetic. The brand speaks like a knowledgeable friend or fellow parent, not a formal corporation. It's casual, warm, inviting, supportive, and solutions-oriented, positioning the product as a helpful tool in the challenging journey of parenthood.

Brand Values

• •Convenience
• •Empathy & Connection
• •Simplicity
• •Support

Best Practices

• •Write as a Peer, Not a Corporation: Always use "we" and "you." Keep sentences conversational and use contractions (we're, you're, it's). Continue sharing the story of the founders to reinforce the brand's origin and relatability.
• •Acknowledge the Struggle: Directly reference the challenges of parenting (e.g., "sleep-deprived nights," "the daily juggle," "stressful outings"). This validates the customer's experience and positions the brand as empathetic.
• •Focus on the Solution and the Feeling: Don't just list features; sell the outcome. Instead of saying "USB chargeable," say "Charge it in the car so you're always ready for the next adventure." The goal is freedom, peace of mind, and simplicity.
• •Be Transparent and Proactive in Communications: Given the negative feedback on customer service, it is crucial to over-communicate. Add a shipping time estimate banner to the website. Create an auto-reply email that sets clear expectations for response times. Addressing issues head-on will do more to build trust than ignoring them.
• •Amplify the Voices of Happy Customers: Actively use testimonials and user-generated content in social media and on the website. Featuring real NZ parents using the product reinforces the brand's authenticity and builds social proof that can help counteract negative reviews. When replying to comments, maintain the friendly, peer-to-peer tone.

Social Perception

Dual-sided. When the product works well, it's perceived as a lifesaver, innovative, and essential for modern parenting. However, due to significant gaps in customer service and logistics, many perceive the brand as unreliable, damaging trust and suggesting an overwhelmed operation.

Copy Examples

• •Park playdates just got warmer. Keep the adventure going without a single worry about the next feed. Our portable bottle warmer heats milk to the perfect temperature in minutes, so your lil' moo is always happy. Simple, fast, and fits right in your bag. #LilMoo #ParentingOnTheGo #NZMums
• •Tired of asking cafés for hot water? We get it. That's why we created the lil moo portable bottle warmer. It's your personal, on-the-go solution for perfectly warm milk, anytime. No plugs, no hassle. Just stress-free outings with your baby. Order yours today!
• •Your secret weapon for stress-free feeding. Designed by two Kiwi mums who've been there, the lil moo warmer is the compact, quiet, and easy-to-use warmer you've been dreaming of. It heats milk evenly using slow-heat technology to preserve nutrients and gives you back control over feeding time, wherever you are. Because parenting is complicated enough.
• •Welcome! A little warmth from us to you. Hey there, and welcome to the lil moo family! We're Riss and Clare, and we're so glad you're here. We know the parenting juggle is real, and our mission is to make at least one part of it a little bit easier. We hope our portable bottle warmer brings some simplicity and peace of mind to your adventures. Happy feeding!
• •The perfect temperature, every time. Worried about getting the temperature right for breastmilk or formula? Our warmer has three preset temperatures (37°C, 40°C, and 45°C) to safely and reliably warm your baby's bottle. Take the guesswork out of feeding.