Brand Tone

Poetic & Evocative, Conscious & Thoughtful, Warm & Gentle, Stylish & Modern (with a hint of nostalgia), Inclusive & Welcoming

Brand Values

• •Sustainability & Environmental Responsibility
• •Quality & Durability
• •Timeless Design
• •Comfort
• •Inclusivity
• •Creativity & Self-Expression
• •Ethical Production
• •Meaningful Connection

Best Practices

• •Embrace Storytelling: Frame product descriptions and social media captions as mini-narratives or evocations of a mood, rather than just listing features. Connect the clothing to the experiences and feelings of childhood.
• •Highlight Sustainable & Ethical Aspects Naturally: Weave in mentions of organic materials, the "Reloved" program, and conscious choices as an inherent part of the product's value, not just a footnote. Make it feel like a given, not an add-on.
• •Use Warm, Gentle, and Evocative Language: Choose words that convey comfort, care, imagination, and timelessness. Words like "soft," "gentle," "cherish," "dreamy," "heirloom," "conscious," "explore" align well.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure that the tone of the copy always complements the brand's visual identity (soft, stylish, natural). The language should feel as curated and thoughtful as the imagery.
• •Speak to Both Parent and Child (Implicitly): While the parent is the buyer, the copy should resonate with their desire for quality, sustainability, and style, while also capturing the spirit and freedom of childhood that the clothes enable. Emphasize how the clothes support a child's world.

Social Perception

High-Quality & Stylish, Sustainable & Conscious Choice, Comfortable & Child-Friendly, Unique & Distinctive, Aspirational yet Grounded, Positive Association with Amsterdam

Copy Examples

• •Woven with stories, designed for adventure. Our organic cotton pieces let their spirits soar, comfortably and consciously. #ReposeAMS #ChildhoodUnplugged #SustainableStyle
• •More than just a sweater, it's a warm embrace, a future heirloom. Crafted from the softest, ethically sourced merino wool, designed to be loved, lived in, and passed down. Discover timeless comfort. #ReposeAMSKnitwear #ConsciousComfort
• •From a single knitted blanket in Amsterdam to a world of imaginative, sustainable children's wear. At Repose AMS, we believe in clothing that’s gentle on the earth and kind to their skin, fostering creativity and cherishing every moment of childhood. Join our journey towards a more thoughtful future. #ReposeJourney #MindfulMaking
• •New season, new stories to tell. Explore our latest collection, where timeless design meets playful curiosity. Made with love, crafted for keeps. Shop Repose AMS – dressing childhood beautifully and sustainably. #ReposeNewCollection #KidsFashionWithAHeart
• •Softness & Sustainability: Wrap Them in Repose AMS Love This Season 🌿 (Body Snippet): Discover pieces designed to move with them, made with the planet in mind. Our latest collection is an invitation to embrace the simple joys, in styles that feel as good as they look.