Brand Tone

caring, reassuring, educational, warm, and empathetic, directly addressing the concerns and needs of new parents

Brand Values

• •Safety and Health
• •Sustainability and Environmental Responsibility
• •Performance and Quality
• •Community and Family-Centricity
• •Transparency

Best Practices

• •Always Lead with Empathy
• •Balance "Caring" and "Credible": Combine warm, emotional language with clear, factual reasons to believe.
• •Use "Family" and "Community" Language: Consistently use terms like "Pural Family," "join our community," and "we're in this together."
• •Educate, Don't Just Sell: Frame product features as solutions to parental concerns.
• •Maintain a Consistent Vocabulary: Create a list of "on-brand" words (e.g., gentle, natural, sustainable, soft, caring, safe) and "off-brand" words to ensure all communications sound consistent.

Social Perception

Pural is perceived as a premium, reliable, and ethical brand that successfully delivers on its promises of safety, performance, and sustainability. It is viewed as an excellent alternative to mainstream diaper brands for parents who prioritize natural materials and environmental impact.

Copy Examples

• •Peaceful nights and happy mornings. With 12 hours of leak-proof protection and the gentle touch of 100% organic cotton, everyone gets the sleep they deserve. Welcome to the Pural Family, where your baby's comfort and our planet's future go hand-in-hand. #PuralFamily #OrganicCotton #HappyBaby #SustainableParenting
• •Gentle on Their Skin. Kind to Our Planet. Discover the Pural difference premium, plant-based diapers that actually work.
• •Welcome to the Family! Here 15% off your first Pural diaper subscription.
• •Ready for the next step? Our pull-up diapers make potty training a breeze. Designed with the same super-soft organic cotton and eco-friendly materials you trust, they offer a snug, flexible fit for your active toddler. Easy for them to pull up, with the 12-hour leak protection you depend on. Let's make this milestone a comfortable one.
• •Worried about harsh chemicals & diaper rash? Pural: Happy baby, happy planet.