Brand Tone

nurturing, genuine, and gentle

Brand Values

• •Handmade Quality & Uniqueness
• •Sustainability
• •Family & Connection
• •Customer-Centricity

Best Practices

• •Use "We" and "Our": Always speak from the perspective of the mother-daughter founders. This reinforces the personal, family-run nature of the business.
• •Emphasize the "Handmade" Aspect: Consistently mention that products are handmade in the Netherlands. This is a key differentiator and speaks to quality and care.
• •Focus on Gentleness and Comfort: Use soft, nurturing language when describing products. Words like "gentle," "soft," "cozy," and "comfortable" should be staples in the brand's vocabulary.
• •Tell the Sustainability Story: Regularly and clearly explain the made-to-order process and why it's a sustainable choice. This educates the consumer and reinforces the brand's values.
• •Maintain a Personal and Welcoming Voice: Continue using conversational and friendly language. Address the customer directly and make them feel like a part of the MiniMidi family. Questions in captions can encourage engagement and community building.

Social Perception

A charming, high-quality, and trustworthy small business. Customers likely see it as a brand that offers something special and different from mass-produced baby clothing. The emphasis on Dutch-made, handmade products appeals to consumers looking for authentic and sustainable options. The brand is perceived as caring, not just about their products, but also about their customers and the environment.

Copy Examples

• •Wrapped in love, made by hand. Our new summer jumpsuit is crafted from the softest, breathable cotton for all-day adventures. Because every little moment deserves to be special. #MiniMidi #HandmadeWithLove
• •Welcome to the world, little one. Welcome to MiniMidi. We're a mother-daughter team from the Netherlands, pouring our hearts into creating unique, handmade clothing for your baby. Discover sustainable style that's as unique as they are.
• •The Finishing Touch. From cozy beanies to adorable hairbands, our handmade accessories are designed with the same love and care as our clothing. The perfect gentle touch for your little one.
• •A blanket as unique as your baby. Choose your color and let us handcraft a keepsake that will be treasured for years to come. Made to order, just for you, with sustainable materials and a whole lot of love.
• •A little something from our family to yours.