Brand Tone

Nurturing, Stylish, and Reassuring. The language is warm, empathetic, and centered on the well-being and development of children, speaking from a parent-to-parent perspective. It is design-conscious and modern, avoiding overly 'cutesy' language, and emphasizes safety, non-toxic materials, and quality to instill confidence.

Brand Values

• •Safety First
• •Dual-Purpose Design
• •Quality and Durability
• •Family-Centricity
• •Joy and Imagination

Best Practices

• •Always Speak from "We": As a family-founded brand, using "we" (referring to the Freddy and Co family) in your copy reinforces authenticity and the personal story behind the products. Frame challenges and solutions from a parental perspective.
• •Balance the Benefit (Parent & Child): In every piece of copy, aim to address the dual benefit. Mention safety/fun/education for the child, and style/convenience/peace of mind for the parent. This is your unique selling proposition.
• •Use Reassuring Keywords: Consistently integrate words like "non-toxic," "safe," "tested," "soft landing," and "peace of mind" to build and maintain trust with your safety-conscious audience.
• •Embrace User-Generated Content (UGC): Actively encourage and feature customer photos and testimonials in your marketing. When using their words, you are borrowing their authentic voice, which is perfectly aligned with your brand's tone.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure that the clean, bright, and stylish look of your social media is matched by the language you use. The copy should feel as uncluttered, warm, and thoughtfully designed as your play mats.

Social Perception

Freddy and Co is perceived as a premium, trustworthy, and highly desirable brand in the baby products market. Customers view them as a solution to a common frustration: finding a play mat that is both child-friendly and parent-approved. They are seen as an investment piece that is both practical and beautiful. The brand's origin story and active engagement with its community have built a loyal following that sees Freddy and Co not just as a company, but as fellow parents who 'get it'.

Copy Examples

• •Peace of mind and a piece of your style. Our play mats are designed for their tumbles and your taste. Flip to the fun side for playtime, and flip back to serene when it’s time to relax. The heart of your home, made safe and beautiful.
• •Life-Proof. Tumble-Proof. Style-Proof. From messy snacks to wobbly first steps, our padded play mats have you covered. Non-toxic, waterproof, and so easy to clean, they provide a soft, safe landing for every stage. More playtime, less worry. Shop the collection.
• •Your living room can be a playroom (and still look like a living room).
• •More than just a play mat, it’s a canvas for their imagination and a complement to your home. Crafted from the softest, non-toxic foam, it’s where they’ll practice their first rolls and build their thousandth tower. Designed with their safety and your sanity in mind.
• •The Reversible Play Mat That Solves The Style vs. Play Dilemma.