Brand Tone

Nurturing, Conscious, and Playful.

Brand Values

• •Sustainability
• •Craftsmanship
• •Thoughtful Design

Best Practices

• •Create a "Voice & Tone" Guide: Document the core personality of the brand. Use keywords like "Nurturing," "Conscious," "Playful," "Gentle," and "Authentic." Provide examples of what to say and what to avoid to ensure anyone writing for the brand stays consistent.
• •Prioritize Storytelling: Instead of just listing product features, tell the story behind them. Talk about the artisans, the origin of the fabric, or the inspiration for a design. This reinforces the values of craftsmanship and authenticity.
• •Use a Warm and Personal Language: Address the customer directly and warmly (e.g., "for your little one" instead of "for children"). Engage with comments and questions on social media with a personal and helpful tone, avoiding automated or overly corporate responses.
• •Emphasize "Why" Over "What": The "what" is a cotton shirt. The "why" is that it's a sustainable, thoughtfully designed garment that's safe for a child and kind to the earth. Focus copy on the benefits and values that appeal to a mindful parent.
• •Maintain Visual and Textual Harmony: Ensure the gentle, natural, and playful tone of the copy is reflected in the brand's visuals. Soft lighting, natural settings, and candid photos of children will support and enhance the nurturing voice of the text.

Social Perception

Niche, Trusted, and Authentic.

Copy Examples

• •From playtime to naptime, our 100% cotton Angrakhas are designed to move, breathe, and grow right along with your little explorer. Handmade with love, for the moments that matter most. 🌱 #Mooogly #HandmadeForKids #SustainableFashion
• •Clothes that Grow? Yes! Discover Mooogly's 'Grow-With-Me' collection. Sustainable, handmade, and oh-so-soft.
• •Dressing your little ones in kindness. Explore our collection of handmade, all-natural cotton clothing and toys.
• •Each of our frocks tells a story of tradition and care. Hand-block printed by skilled artisans on pure, breathable cotton, this piece is designed to be gentle on your child's skin and on our planet. With adjustable ties and a relaxed fit, it’s a dress made for countless adventures and happy memories.
• •A little something new... and thoughtfully made.