Brand Tone

Caring, Reassuring, and Premium

Brand Values

• •Uncompromising Quality and Comfort
• •Sustainability and Responsibility
• •Thoughtful Functionality
• •Authenticity and Heart

Best Practices

• •Lead with the 'Why': Always connect the product features back to the brand's core story. Don't just say "soft wool"; say "The non-itch softness we searched the world for, made for the most sensitive skin."
• •Embrace the "Caring Expert" Tone: Combine empathetic, warm language with confident, educational facts about Merino wool. Use phrases like "We believe the best for our little ones..." and follow up with certified proof points (OEKO-TEX®, Woolmark).
• •Highlight Sustainability as a Benefit: Frame sustainability not just as an ethical choice, but as a practical one. Talk about durability ("hand-me-down ready") and the take-back program as providing long-term value.
• •Use "Adventurous" and "Free" Language for Children: Refer to children as "little adventurers" and emphasize how the clothes allow for "freedom of movement," connecting the brand to the joy and exploration of childhood.
• •Maintain Language Consistency: While the brand targets a German-speaking market, ensure that English-language copy is flawless and captures the same premium, caring tone. Avoid direct, literal translations that might lose nuance. All communications should feel authentic and heartfelt, regardless of language.

Social Perception

trustworthy, high-end, and eco-conscious brand for baby apparel

Copy Examples

• •For skin as sensitive as their spirit. Discover the non-itch comfort of our ultrafine Merino wool, guaranteed.
• •From one friend to the next. Our clothes are made to last, to be loved, and to be passed on. And when they’re ready for their next chapter, our 'Long Lasting Friendship' program makes it easy to close the loop. A win for your wallet, and a win for our world. #liusandfriends #SustainableBaby #CircularFashion
• •They grow up so fast. Our apparel keeps up. Designed with intelligent folds and flexible, natural fabric, our Long-Sleeve Body adapts to your baby's growth, ensuring a perfect fit for longer. More adventures, less shopping.
• •For our founder, Victoria, the answer didn't come from a store shelf. It came from a mother's determination to find the softest, safest material for her son's sensitive skin. That journey led to lius&friends—apparel founded on love, and crafted from the finest Merino wool on earth.
• •Warm in winter, cool in summer, and always unbelievably soft. Our 100% ultrafine Merino wool apparel is temperature-regulating, durable, and designed to grow with your little adventurer. Simplify their wardrobe. Invest in comfort that lasts.