Brand Tone

sophisticated, minimalist, confident, clean, direct, artistic, knowledgeable, passionate about design

Brand Values

• •Minimalist & Meaningful Design
• •Authenticity & Self-Expression
• •Quality & Craftsmanship
• •Los Angeles-Inspired Identity
• •Parent-Focused Style

Best Practices

• •Embrace Minimalist Language: Use short, declarative sentences. Cut unnecessary words to let the design and quality speak for themselves. The tone is confident, not verbose.
• •Speak to the Parent: While the clothes are for children, the copy should address the style-conscious parent. Use a sophisticated vocabulary and reference concepts like design, art, and architecture.
• •Lead with Philosophy, Not Just Product: Frame products within the brand's core values. Talk about why a piece was designed (e.g., to encourage authenticity, to explore form) rather than just what it is.
• •Avoid Cliché 'Kids' Language: Steer clear of words like 'cute,' 'adorable,' or excessive exclamation points. Instead, use words like 'sophisticated,' 'effortless,' 'edgy,' and 'contemporary.'
• •Reinforce LA Identity: Weave the Los Angeles origin story into the copy where appropriate. Mentioning 'designed in sunny Downtown LA' or the 'laid-back California vibe' reinforces the brand's unique identity and community connection.

Social Perception

OMAMImini is perceived as a premium, niche brand for design-conscious parents seeking stylish, high-quality alternatives to mainstream children's fashion, appreciated for its minimalist aesthetic, gender-neutral options, unique silhouettes, superior quality, and durable construction. It fills a gap for sophisticated, 'edgy' children's wear that doesn’t sacrifice comfort.

Copy Examples

• •The Architecture of Play. Our new collection is an exercise in form and function—where subtracting the obvious adds the meaningful. Designed in LA for the modern minimalist. Discover the collection. #OMAMImini #SimplicityWithAnEdge
• •Effortless edge, designed for movement. Our iconic Faux Leather Leggings are crafted from a soft, stretchable fabric that provides all-day comfort without compromising on style. They are a statement piece, a staple, and a tribute to the authentic spirit we champion. Meticulously made in Los Angeles.
• •Your Mini, But With More Edge.
• •We started OMAMImini because we believe style shouldn't have an age limit. We cater to fashion-forward parents looking for simplicity paired with an understated "wow" factor. Our clothing is for kids, but our aesthetic is for you. It's about bringing the effortless cool of Los Angeles to the world of children's fashion—because being authentic is always on trend.
• •Beyond Pink and Blue. Shop designer kids' clothes.