Brand Tone

relatable, empowering, and humorous

Brand Values

• •Authenticity
• •Practicality and Comfort
• •Empowerment
• •Quality
• •Ethical Practices

Best Practices

• •Embrace the "Real Talk": Use honest and relatable language that acknowledges the challenges and joys of motherhood. Avoid overly polished or corporate jargon.
• •Lead with Empathy: Show that you understand your audience's needs and pain points. Frame your products as solutions created by someone who has been there.
• •Inject Humor and Personality: Don't be afraid to be playful and use humor to connect with your audience. This helps to build a memorable and likable brand personality.
• •Empower, Don't Preach: Your copy should make your audience feel capable and confident. Focus on the positive transformation your products can bring.
• •Maintain Authenticity: Continue to share the brand's origin story and feature real customer experiences. This transparency builds trust and loyalty.

Social Perception

Mad House Mums is perceived very positively by its target audience. Customers frequently describe the products as a "game-changer" and praise the thoughtful design and high-quality materials. The brand is seen as a solution to a common problem for breastfeeding mothers who want to maintain their sense of style without sacrificing convenience. Testimonials from influencers like Emilee and Amy Hembrow further enhance the brand's credibility and appeal. The narrative of a mother creating the brand for other mothers resonates strongly, fostering a sense of trust and community. The brand's award nominations also contribute to a perception of quality and success.

Copy Examples

• •Headline: For the Mum who’s too busy to even read this. Body: We get it. That’s why our breastfeeding tees have easy-access zips. Throw one on, and you’re ready for anything. Even a surprise visit from the in-laws.
• •Headline: Your new uniform for the 4th trimester (and beyond). Body: Comfortable enough for nap-trapped cuddles, stylish enough for that much-needed coffee run. Our new collection is here to make mum life a little bit easier and a lot more chic.
• •Headline: Warning: May cause extreme comfort. Body: Our super-soft, breathable fabrics and clever nursing access will have you wondering how you ever managed without them. Sorry, not sorry.
• •Headline: Look good, feel good, feed easy. Body: Who says breastfeeding-friendly clothes have to be boring? Our latest drop features bold prints and classic cuts, all designed to help you feel like the badass mum you are.
• •Headline: Join the Mad House. Body: We’re a community of mums who are all just trying our best. Our clothes are designed to help you do just that. Welcome to the club.