Brand Tone

Nurturing & Supportive, Minimalist & Stylish, Authentic & Relatable, Gentle & Calm, Empowering

Brand Values

• •Quality & Craftsmanship
• •Comfort & Safety
• •Simplicity & Minimalism
• •Style & Aesthetics
• •Support & Community
• •Practicality & Versatility

Best Practices

• •Use "Mumma-centric" Language: Consistently use terms like "mumma," "bub," and address the audience directly in a warm, understanding, and supportive tone. Reinforce the "Made by Mummas for Mummas" ethos.
• •Emphasize Gentle Strength & Softness: Highlight the dual benefits of the products – gentle and soft on the skin, yet strong and supportive for babywearing. Use words like "nurture," "cosy," "gentle," "breathable."
• •Focus on Stylish Simplicity: Communicate how the products integrate seamlessly and stylishly into a mother's life and wardrobe, simplifying tasks without compromising on aesthetics. Use terms like "minimal," "effortless," "chic," "blend."
• •Show, Don't Just Tell, the Practicality: Use visuals and copy that clearly demonstrate the ease of use, versatility (newborn to toddler, various activities), and the "hands-free" benefit in real-life scenarios.
• •Maintain an Authentic and Relatable Voice: Incorporate user stories and testimonials naturally. Keep the language approachable, empathetic, and avoid overly technical jargon, focusing on the emotional and practical benefits for mothers.

Social Perception

Trusted & High Quality, Stylish & Desirable, Supportive & Understanding of Motherhood, Worth the Investment, Ethical & Conscious Choice

Copy Examples

• •Headline: Embrace the Chaos, Beautifully. Body: Our handwoven linen carriers are designed for the mumma who does it all, with style and serenity. Keep your little one close and your hands free. #MummaEtc #NurtureInStyle
• •Headline: Softness Meets Support. For You and Your Bub. Body: Discover the gentle strength of Mumma Etc. carriers. Crafted from premium, breathable linen, it’s the cosy hug your baby loves, and the chic comfort you deserve. #BabywearingBliss #EthicallyMade
• •Headline: More Than a Carrier, It's Your Everyday. Body: From newborn snuggles to toddler adventures, our carriers adapt to your life. Minimal design, maximum moments. #MummaEssentials #HandsFreeMama
• •Headline: Style That Simplifies Motherhood. Body: Who said baby gear can't be gorgeous? Our carriers are thoughtfully designed to complement your look, making every outing an expression of you. #ChicMumma #MinimalParenting
• •Headline: Crafted with Care, Worn with Love. Body: Ethically produced and made from the finest natural linen, our carriers are a testament to quality you can feel. Because every mumma and baby deserves the best. #ConsciousComfort #MummaEtcLove