Brand Tone

Nurturing, Modern, and Trustworthy

Brand Values

• •Safety & Quality
• •Curation & Style
• •Affordability & Accessibility
• •Community & Shared Experience
• •Functionality & Creativity

Best Practices

• •Lead with Empathy: Always start from the parent's perspective. Use "you" and "your" to speak directly to them. Acknowledge their challenges and joys. The tone should feel like a supportive friend who has been there.
• •Balance "Nurturing" with "Modern": Pair soft, emotional words (e.g., "gentle," "cozy," "precious moments") with modern, design-focused terms (e.g., "curated," "minimalist," "clean lines," "effortlessly cool"). This captures the full essence of the brand.
• •Always Circle Back to Safety & Quality: In product descriptions, don't just list features—explain their benefits in terms of safety and comfort. Instead of "100% Cotton," write "Made with 100% ultra-soft cotton, gentle on your baby’s sensitive skin." Mention certifications like the KC mark where applicable.
• •Tell a Story, Even in Short Copy: Whether it's about the founder's journey, the inspiration behind a Korean designer, or the simple story of a parent and child using the product, narrative makes the brand more relatable and memorable.
• •Maintain a Consistent Visual and Textual Language: Ensure the copy's tone matches the visual aesthetic. The clean, soft, and modern look of Minitotz's photos should be mirrored by clear, gentle, and stylish language. Avoid overly complex jargon or loud, aggressive sales language.

Social Perception

Minitotz is perceived as a go-to online destination in Singapore for curated, high-quality, and innovative Korean baby and kids' wear, largely aligning with its positive brand image.

Copy Examples

• •Those first few months are a whirlwind of tiny moments. Create a soft, safe space for every one of them. Our handcrafted baby nests are made with breathable, organic cotton, because we know that when they’re resting peacefully, you can too. Welcome to your calm.
• •Bath time just got a creative boost! ✨ Our new 3D Bubble Foam is more than a cleanser—it's a canvas for imagination. Made with gentle, plant-derived ingredients because fun should always be safe. What will you create? #Minitotz #SafePlay #CreativeKids
• •Hello, Modern Parent. Dressing your little one should be a joy, not a chore. Our new collection, curated from the best independent designers in Seoul, has just arrived. Think soft, playful, and effortlessly cool. Discover styles as unique as they are. Shop the drop.
• •Founded by Mamas, for Mamas. We get it. You want the best for your child without compromise. That’s why we obsess over every detail, from the safety of our fabrics to the joy in our designs. This is Minitotz—quality you can trust, style you'll love.
• •Be the first. Our exclusive pre-order event is now live. Get access to next season's most-loved Korean styles and enjoy 20% off when you order today. Curated for little ones, designed for modern life. Don't miss out.