Brand Tone

Whimsical, Heartfelt, and Premium

Brand Values

• •Ethical & Social Responsibility
• •Celebration of Childhood & Memory
• •Craftsmanship & Quality
• •Joy and Happiness
• •Sustainability

Best Practices

• •Lead with Emotion and Storytelling: Always connect the product to a feeling, a memory, or the brand's heartfelt mission. Use evocative words like "memory," "joy," "warmth," and "cherished."
• •Weave in the Ethical Mission Naturally: Don't just state that the brand is ethical. Integrate it into the narrative. For example, instead of "We support workers," say "Made with care by the hands of our talented grandmothers on Okinagaerabu island." This makes the mission tangible and relatable.
• •Use Sensory and Nature-Inspired Language: Draw from the brand's origins. Use words related to color, nature (birds, fruits, flowers), and seasons (summer) to maintain the whimsical and romantic tone.
• •Highlight "Made in Japan" as a Mark of Quality: Explicitly mention the Japanese craftsmanship. This reinforces the premium quality of the products and connects to the value of preserving traditional skills.
• •Maintain a Consistent Tone Across All Platforms: Whether writing an Instagram caption, a product description, or a customer service email, the voice should always be warm, slightly whimsical, and appreciative. This consistency builds a strong, recognizable, and trustworthy brand identity.

Social Perception

The public perception of PICHU PICHU TOKYO is that of a high-end, "Instagrammable" children's gift brand that is both beautiful and ethical. It is seen as a go-to choice for baby shower gifts ("shussan iwai") that are "mom-approved" due to their stylish design and safe, high-quality materials. Customers and media mentions highlight the unique, colorful patterns and the "dress-like" aprons as standout items. The ethical production story adds a layer of depth that resonates with modern consumers who value brands with a positive social impact. There are no notable negative reviews or press, indicating a positive and well-regarded reputation among its niche audience.

Copy Examples

• •Woven from the colors of a summer's day and the sound of a happy song. Our newest dress isn't just a garment; it's the beginning of a memory. Made with love and care by our skilled artisans in Japan, it is designed for twirls, laughter, and unforgettable moments. #PichuPichuTokyo #ChildhoodMemories #JapaneseCraftsmanship
• •Give a Gift that Lasts a Lifetime. Our baby sets are more than just a present; they are a story of joy, quality, and kindness. Each piece is ethically crafted in Japan to be part of their fondest memories. The perfect, heartfelt welcome for a new life. #EthicalGifts #BabyShower #MadeInJapan
• •A Story in Every Stitch ✨ Inside Our New Nostalgic Collection Remember the vibrant colors of your fondest childhood memories? Our founder, Makiko Okura, does. That's the feeling we've woven into every piece of our new collection—a tribute to the moments that shape us. Discover designs that do more than just dress; they tell a story.
• •Carry happiness with you. Our Cheerful Eco-Bag is designed to be as joyful as it is useful, featuring vibrant patterns that are sure to make you smile. Each bag is crafted as part of our mission to support female artisans in Japan, making your everyday errands part of a bigger story of empowerment and sustainability. #StyleWithPurpose #SustainableFashion
• •PICHU PICHU TOKYO was born from a memory of color and a mission of heart. We believe that the most beautiful things are made with kindness. That ’s why we partner with women artisans in local communities, blending timeless Japanese craftsmanship with romantic designs to create pieces that will be treasured long after they 're outgrown. We ’re sowing seeds of happiness, one stitch at a time.