Brand Tone

Reassuring, Practical, and Supportive

Brand Values

• •Quality
• •Safety
• •Affordability
• •Convenience
• •Trust
• •Experience

Best Practices

• •Maintain a Supportive Parent-to-Parent Voice: Always write as if you are a knowledgeable, supportive friend offering practical advice to a fellow parent. Use "we" and "you" to create a direct, personal connection.
• •Lead with the Benefit, Support with the Feature: Start by explaining how the product solves a common parenting problem (e.g., "Keep them cozy and protected on the go"). Then, mention the features that make it possible (e.g., "with our ultra-soft, breathable fabric").
• •Emphasize Core Values in Every Message: Weave the brand's core values—safety, quality, convenience, and trust—into the copy. Use phrases like "Rigorously safety tested," "Designed for busy parents," and "The quality you can trust."
• •Keep it Simple and Scannable: Parents are often busy and distracted. Use clear headlines, short paragraphs, and bullet points to make information easy to digest quickly.
• •Create a "Word Bank" of On-Brand Terms: Develop a list of approved words and phrases (e.g., "gentle," "supportive," "peace of mind," "practical," "essentials," "hassle-free") and a list of words to avoid (e.g., "cheap," "revolutionary," "must-have" without justification) to ensure consistency across all writers and platforms.

Social Perception

Trusted, Reliable, and Functional

Copy Examples

• •Teething troubles? Turn fuss into fun! Our new [Product Name] teether is made from super-soft, 100% safe silicone to gently soothe sore gums. Designed for tiny hands to hold, it’s the practical, playful solution your little one needs. #Playette #HappyTeething #AustralianBaby
• •Your parenting journey is an adventure. Let us handle the gear. From car seat mirrors for those first smiles to supportive feeding pillows for quiet moments, Playette has been trusted by Aussie parents for over 25 years. Quality, safety, and peace of mind, delivered. Shop our essentials.
• •One cover, endless convenience. The Playette 3-in-1 Coverall is the ultimate parenting hack. It effortlessly transforms from a cozy car seat canopy to a clean high chair or shopping cart cover. Made from soft, stretchable, machine-washable fabric, it shields your baby from germs and the elements, making every outing simpler and safer.
• •Making Parenthood a Little Easier, Since 1997. High-quality baby essentials, designed with love and trusted by families across Australia.
• •A Little Help for Your Big Adventure (+ 15% Off Travel Gear!)