Brand Tone

Conscious and Responsible, Caring and Nurturing, High-Quality and Premium, Scandinavian and Stylish, Inspiring and Adventurous

Brand Values

• •Sustainability
• •Quality and Durability
• •Child-Centricity
• •Responsibility
• •Transparency

Best Practices

• •Prioritize 'Responsible' Language: Consistently weave in terms related to sustainability, ethical choices, and care for the environment and future generations (e.g., 'eco-friendly,' 'recycled materials,' 'B Corp certified,' 'protecting our planet').
• •Focus on the Child's Experience: Frame copy around the benefits for the child – their comfort, freedom to play, ability to explore, and joy in nature. Use words like 'adventure,' 'explore,' 'play,' 'comfort,' 'safe.'
• •Highlight Quality and Durability with Confidence: Talk about 'craftsmanship,' 'long-lasting,' 'performance,' 'technical details,' and the '10-year guarantee' to reinforce the premium nature of the products.
• •Maintain a Warm, Caring, and Slightly Playful Scandinavian Vibe: Use clear, positive, and inviting language. Reflect the Danish heritage in the design narrative where appropriate. Images should complement this with scenes of happy children in natural settings.
• •Be Transparent and Educational: Briefly explain what certifications like B Corp mean and why they matter. Share details about material choices and production processes when relevant to reinforce trust and authenticity.

Social Perception

Highly Regarded for Quality and Durability, Trusted for Sustainability, Stylish and Functional, Ethical Choice, Good Customer Service

Copy Examples

• •Adventure Awaits, Rain or Shine. Our award-winning outerwear, crafted from recycled materials, keeps your little explorer warm, dry, and ready for anything. Because every day is a chance to connect with nature. #MiniATureAdventure #SustainableKids
• •Designed in Copenhagen, Loved by Nature's Littlest Fans. MINI A TURE combines Scandinavian style with B Corp certified responsibility. Outerwear that’s built to last, play after play, generation after generation. #EcoConsciousPlay #DanishDesign
• •Warmth You Can Trust. Values You Can Believe In. From -25°C rated snowsuits to breathable rain gear, every stitch is a promise: to protect your child and our planet. Explore our certified collection. #BCorp #SafeOutdoorPlay
• •More Than Just a Jacket. It's a Childhood Companion. With a 10-year guarantee on our classic outerwear, we’re committed to quality that endures as many adventures as your child can dream up. #BuiltToLast #KidsOuterwear
• •You're Never Too Small to Make a Difference. That’s why our clothing is made with certified organic or recycled materials, free from harmful chemicals, so your child can explore freely and you can have peace of mind. #MiniATureValues #FutureGenerations