Brand Tone

Caring and Nurturing, Reassuring and Trustworthy, Friendly and Approachable, Practical and Informative, Playful and Positive

Brand Values

• •Safety
• •Quality
• •Comfort
• •Innovation
• •Social Responsibility
• •Child Development & Happiness
• •Parental Peace of Mind

Best Practices

• •Prioritize Safety and Comfort in Messaging: Always lead with the core benefits of safe and comfortable sleep. Use reassuring language and highlight quality materials and safety certifications.
• •Speak Parent-to-Parent: Use a warm, empathetic, and understanding tone. Acknowledge the joys and challenges of parenthood. Share tips and advice in a friendly, approachable manner.
• •Highlight Practical Benefits & Innovation: Clearly explain how product features (like TOG ratings, designs with feet, travel options) solve real problems for parents and make life easier.
• •Infuse Positivity and Playfulness: Especially for social media, incorporate a sense of joy and fun. Use vibrant descriptions for designs and connect products to happy childhood experiences.
• •Be Authentic and Transparent: Clearly communicate brand values, such as social responsibility (B1G1) and commitment to sustainable practices. Honesty builds trust.

Social Perception

Positive Reputation, High-Quality Provider, Problem Solver, Good Value (for many), Caring and Ethical

Copy Examples

• •Headline: Sweet Dreams, Safe Nights. Body: Tuck your little one into a world of comfort with Slumbersac. Our Oeko-Tex certified sleeping bags are lovingly crafted from the softest cotton, ensuring peaceful sleep for them and peace of mind for you. Explore our range and find the perfect tog for every season. #SlumbersacSafeSleep
• •Headline: Adventure Awaits, Even at Bedtime! Body: For the little explorer who’s always on the move! Our innovative sleeping bags with feet give your toddler the freedom to walk, play, and then drift off to dreamland, all while staying cosy and warm. Discover playful designs that spark imagination! #SlumbersacActiveTots
• •Headline: More Than Just a Sleeping Bag – It’s a Warm Hug All Night Long. Body: Feel the Slumbersac difference. Quality materials, thoughtful designs, and a commitment to your baby's comfort and safety. From delicate muslin for summer nights to snuggly winter togs, we’ve got your little one covered. Because every child deserves to sleep soundly. #SlumbersacComfort
• •Headline: Making Bedtime a Little Easier, One Sleepy Smile at a Time. Body: We understand parents. That’s why our sleeping bags are designed for practicality – easy to wash, simple to use, and available in sizes and TOGs for every need. Plus, with every purchase, you help us support children in need through B1G1. Sleep well, do good. #SlumbersacParenting
• •Headline: Colourful Dreams Start Here! 🌈 Body: Say goodbye to boring beige! Slumbersac brings a splash of fun to bedtime with vibrant designs that little ones love. Create a positive, engaging sleep environment that stimulates happy dreams and cosy slumbers. Which adventure will they choose tonight? #SlumbersacHappyDreams