Brand Tone

whimsical, reassuring, and design-conscious

Brand Values

• •Aesthetic & Design
• •Practicality & Safety
• •Parent-Centric Innovation
• •Quality & Craftsmanship

Best Practices

• •Lead with Whimsy, Support with Practicality: Start with enchanting, story-driven language ("Once upon a time," "magical woodland") but always follow up with the practical benefits (anti-roll wedges, easy-to-clean, non-toxic materials) to build trust.
• •Reinforce the "By a Parent" Narrative: Regularly mention the founder's story and the "by parents, for parents" ethos. This creates authenticity and reassures customers that the products are thoughtfully designed from real experience.
• •Use Elevated and Evocative Language: Avoid purely functional terms. Instead of "a changing mat with raised sides," use "anti-roll wedges for safety and comfort." Instead of "nice patterns," use "playful designs to inspire imagination."
• •Speak to the "Design-Conscious Parent": Address the customer's desire for a beautiful home. Use phrases like "the nursery's finishing touch," "make a feature of the everyday," and "style that doesn't compromise on safety."
• •Maintain a Warm and Reassuring Voice: The tone should always feel warm, caring, and understanding. It's a brand created from a place of love and a desire to solve a problem for fellow parents, and the copy should consistently reflect that supportive spirit.

Social Perception

Lolo Baby is perceived as a premium, stylish, and desirable niche brand for parents who prioritize nursery aesthetics. It is seen as a high-quality, 'stunning' brand from a small UK business, with products often considered gift-worthy and 'precious'.

Copy Examples

• •Bloom where you are planted. 🌸 Introducing our new 'Secret Garden' wedge changing mat. We believe nappy changes can be moments of beauty, not just necessity. Designed by a mum for your little one, because the everyday deserves to be enchanting. #LoloBabyLondon #NurseryDecor #DesignForParents
• •The Little Prince - A Mat Fit for Royalty: Everyday essentials, made extraordinary. Our 'Little Prince' changing mat transforms a simple task into a regal moment. Crafted with whimsical detail and parent-approved safety, its anti-roll wedges keep your little one secure while the unique design sparks joy and imagination. Because even the smallest members of the family deserve a touch of splendour.
• •Don't just change them, enchant them. ✨
• •Your Nursery's Finishing Touch. You've planned every detail of their perfect room. Don't let the changing mat be an afterthought. Lolo Baby's anti-roll wedge mats are where practical safety meets whimsical design. Created by a parent who gets it. Shop the collection and bring a little magic home.
• •Safety, Meet Style. Explore Our Collection of Whimsical Anti-Roll Changing Mats.