Brand Tone

Nurturing & Gentle, Aspirational & Whimsical, Passionate & Sincere

Brand Values

• •Sustainability
• •Quality & Craftsmanship
• •Timelessness & Simplicity
• •Childhood & Nature
• •Conscious Consumption

Best Practices

• •Lead with Emotion, Support with Facts: Start with the feeling you want to evoke (e.g., warmth, freedom, nostalgia). Then, support it with the tangible reasons why the brand delivers on that feeling (e.g., "soft organic cotton," "handmade craftsmanship").
• •Use a "Storytelling" Framework: Frame product descriptions and social media posts as small stories. Who is this child? Where are they going? What adventure are they on? This makes the clothing part of a larger, aspirational narrative.
• •Maintain a Consistent Vocabulary: Create a list of "on-brand" words and phrases. For Merry Minis, this would include: thoughtfully, crafted, handmade, little adventurers, timeless, sustainable, natural, gentle, heirloom, conscious, slow. Avoid words associated with fast fashion like trendy, new arrivals, hot, sale.
• •Speak Directly to the Parent's Values: The copy should address the parent but focus on the child's experience. Acknowledge the parent's desire for quality, sustainability, and beauty, and show how the product fulfills that desire for their child. Example: "You value sustainability; they'll value the comfort."
• •Let the Visuals and Text Work Together: Ensure the copy complements the soft, natural aesthetic of the photography. The tone of the words should match the mood of the images. If a photo is gentle and dreamy, the caption should be as well. This creates a cohesive and immersive brand experience.

Social Perception

The public perception is that of a premium, niche, and highly aesthetic children's clothing brand. Customers perceive Merry Minis as an ethical and trustworthy choice, aspirational, and an advocate for a "slow living" lifestyle.

Copy Examples

• •Dressed for golden hours and endless adventures. Our handmade linen dress is crafted to move, play, and dream in, letting them be little just a little while longer. Made with love, from nature's finest threads. #merryminis #slowliving #childhoodunplugged
• •Meet their new favorite companion for discovery. Our classic overalls are thoughtfully designed for comfort and durability, from the garden to the playroom. Woven from the softest organic cotton and finished with adjustable straps for a perfect fit that grows with them. Handmade in our Austrian studio, because we believe the best clothes carry the best stories.
• •A little warmth for their autumn adventures 🍂
• •Merry Minis was born from a simple belief: that children’s clothing could be both beautiful and kind to our planet. It started with a needle, a thread, and a mother's desire for timeless pieces made to last. Today, every garment is still handmade with that same love and intention, celebrating the quiet magic of a sustainable childhood.
• •Tired of clothes that don't last? Embrace slow fashion with Merry Minis. We create timeless, handmade children's clothing from sustainable fabrics right here in Austria. For clothes as gentle on their skin as they are on the earth. Discover the collection.