Brand Tone

Caring, gentle, sophisticated, warm, empathetic, personal, heartfelt, premium quality, understated elegance, friendly, stylish.

Brand Values

• •Quality and Craftsmanship
• •Natural and Safe Materials
• •Ethical and Sustainable Production
• •Comfort and Practicality

Best Practices

• •Lead with Empathy: Always frame communication from a parent's perspective. Use words that convey gentleness, care, and understanding, such as "gentle," "softest," "comfort," and "peace of mind."
• •Highlight Natural Benefits: Consistently connect the product features (merino wool, organic cotton) to tangible benefits for the child (better sleep, temperature regulation, comfort for sensitive skin). This reinforces the brand's core value proposition.
• •Tell the Story: Weave the brand's origin story and commitment to ethical, natural products into campaigns and "About Us" sections. This builds an emotional connection and justifies the premium positioning.
• •Maintain Visual and Textual Harmony: Ensure the soft, muted, and natural aesthetic of the photography is matched by the copy. The words should feel as calm, gentle, and sophisticated as the images look.
• •Engage with the Community Genuinely: When responding to comments and reviews, mirror the brand's caring tone. Address customers by name, thank them for their feedback, and respond with warmth and helpfulness to foster the loyal community they have built.

Social Perception

Very positive. Perceived as a premium investment due to exceptional quality, softness, and durability. Trusted by parents for sensitive skin due to natural and non-toxic materials. Highly praised for timeless, vintage-inspired designs and muted color palettes. Fosters a strong sense of community and brand loyalty, with customers feeling connected to the brand's story and values.

Copy Examples

• •Whispers of sweet dreams and the gentle touch of nature. Our 100% natural merino wool Go Go Sleeping Bag® is designed for deep, peaceful rest. It breathes when they're warm and insulates when it's cool, wrapping your little one in comfort, just like a mother's hug. Because a good night's sleep is the most precious gift. #MerinoKids #JamieKay #NaturalSleep
• •Heirloom Quality, Natural Comfort. The Merino Kids collection, designed with love in New Zealand.
• •Softness they’ll remember. Our new merino essentials are here.
• •Crafted from the finest, ethically-sourced merino wool, this bodysuit is the perfect first layer against your baby’s delicate skin. Exceptionally soft, breathable, and naturally temperature-regulating, it keeps your little one comfortable through naps, cuddles, and discoveries. A timeless piece, made to be loved and passed down.
• •Tired of clothes that don't last? Discover Merino Kids by Jamie Kay. Ethically crafted from pure merino wool, our pieces are beautifully soft, incredibly durable, and kind to sensitive skin. Invest in timeless style and comfort that grows with them. Shop the collection now for free shipping over $100.