Brand Tone

aspirational, reassuring, and stylishly practical

Brand Values

• •Style & Aesthetics
• •Quality & Durability
• •Safety & Comfort
• •Family & Togetherness
• •Practicality for Modern Parents

Best Practices

• •Always Lead with Style and Safety: Every piece of copy should touch upon these two core values. Start by highlighting the aesthetic appeal and then immediately reassure the customer with the safety and quality features.
• •Use a Warm and Relatable Tone: Address your audience as fellow parents. Use "you" and "your family" to make the copy feel personal. Incorporate gentle, positive, and encouraging language.
• •Highlight Practical Benefits: Don't just sell a beautiful product; sell a solution. Emphasize features like "wipe-clean," "easy to store," and "durable" to appeal to the practical needs of busy parents.
• •Incorporate Social Proof: Leverage your excellent customer reviews. Use quotes from testimonials in your social media posts, on your website, and in your ads to build trust and credibility.
• •Maintain Visual and Verbal Consistency: Ensure the language used in your copy matches the clean, modern, and aspirational aesthetic of your product photography. Use a consistent vocabulary (e.g., "plush," "cushioned," "stylish," "safe") across all platforms.

Social Perception

The public perception of Plush Playmats is highly positive. Customers see the brand as a provider of premium, high-quality playmats that are both beautiful and functional. The brand is perceived as trustworthy and having excellent customer service. The price point positions the brand in the premium segment of the market. Customers are likely design-conscious parents willing to invest in safe, durable products that align with their home's aesthetic, forming a loyal and engaged community.

Copy Examples

• •Where style meets play. ✨ Your living room doesn't have to look like a full-time daycare. Our Dash & Quilt playmat offers a soft, safe space for tumbles and tummy time, all while blending seamlessly with your decor. Finally, a playmat you won't want to hide away.
• •The perfect, stylish landing for their first adventures. From their first roll to their first wobbly steps, be there for it all on a Plush Playmat. Made with thick, non-toxic memory foam and a wipe-clean surface, our mats give you peace of mind and give them a soft place to grow. Free UK shipping included.
• •Ready for stories, forts, and afternoon naps. Introducing the Plush Play Couch - the newest addition to your family's comfort. Designed for imaginative play and cozy moments, this couch is where memories are made. Whether it's building the ultimate fort or snuggling up for a movie, its durable, easy-clean fabric and supportive foam are ready for all the fun your family can dream up.
• •New in: A fresh design for your beautiful home. We believe your home should be a reflection of you, right down to the last detail. That's why we're so excited to introduce our new Stellar & Braid playmat! With its elegant, reversible design, it brings a touch of calm sophistication to any room. Explore the new collection and find the perfect fit for your family's play space.
• •Playtime, but make it chic. Stylish, safe, and oh-so-soft memory foam playmats for the modern home.