Brand Tone

Nurturing, Supportive, and Educational, communicating like an experienced and trusted friend passionate about sustainable parenting, with a gentle, encouraging, and eco-conscious approach.

Brand Values

• •Sustainability
• •Simplicity & Practicality
• •Quality and Comfort
• •Community and Support

Best Practices

• •Lead with Empathy: Always frame communication from a place of understanding the parent's perspective. Use supportive and encouraging language that acknowledges their journey, challenges, and triumphs.
• •Prioritize Education Over Sales: Build trust by consistently providing valuable, practical information. Content should focus on "how-to's," benefits, and tips that empower parents, with the product being the natural solution.
• •Use "We" and "You" to Foster Community: Address the audience directly using "you." Speak as a collective "we" (the Mihu's team and community) to create a sense of partnership and belonging.
• •Maintain a Natural and Clean Aesthetic: Ensure all visuals (photography, graphics, videos) align with the values of sustainability, simplicity, and nature. Use soft lighting, natural textures, and a calm color palette.
• •Amplify Customer Voices: Actively feature testimonials, user-generated content, and positive reviews. This validates the brand's promises and reinforces the community value, showing real-world success and support.

Social Perception

Perceived as a trustworthy, high-quality, and ethical Portuguese brand. They are seen as a reliable source of information and support for parents, a recognized and respected name in sustainable parenting, and are viewed as premium yet approachable.

Copy Examples

• •Softness for them, peace of mind for you. Our reusable diapers are designed with your baby's ultimate comfort and our planet's health in mind. Because every small, gentle choice makes a world of difference. #MihusDiapers #SustainableParenting #GentleOnSkin
• •Overwhelmed by diaper waste? There's a simpler, kinder way. Mihu's makes the switch to reusable diapers easy with our all-in-one starter kits and personalized support. Let us guide you on your journey to a more sustainable and affordable parenting experience. Click to learn more!
• •Parenting with Purpose. Quality, comfort, and sustainability in every diaper. Join the Mihu's family and discover a simpler way to care for your baby and the planet.
• •Thinking about reusable diapers but don't know where to start? We're here to help! Ask us anything - from washing routines to choosing the right size. No question is too small! #AskMihus #ClothDiapering #EcoFamily
• •Subject: Make It Simple, Make It Sustainable 🌱 Body: Hi [Customer Name], At Mihu's, we believe that choosing sustainability shouldn't be complicated. That's why we created our 'Take and Go' pack - everything you need to start your reusable diaper journey with confidence. And remember, our support doesn't end at checkout. We're with you every step of the way. Explore the pack and feel the Mihu's difference.