Brand Tone

Playful, Whimsical, Creative, Original, Comfort-focused, Relaxed, Ethical, Conscious, Approachable, and Friendly

Brand Values

• •Creativity and Originality
• •Quality and Comfort
• •Sustainability and Ethical Production
• •Social Responsibility
• •Fun and Joy
• •Making a Difference/Consciousness

Best Practices

• •Embrace Playful Language: Use words that evoke fun, imagination, and a lighthearted approach. Don't be afraid of a little whimsy or a gentle wink.
• •Highlight "Horizontal Happiness": Consistently weave in the idea of comfort, relaxation, and making the most of downtime, whether it's sleeping or lounging.
• •Showcase Originality: Emphasize that the prints are unique, creative, and often "homemade" in Amsterdam, setting them apart from generic designs.
• •Subtly Integrate Ethical Values: Mention organic cotton, sustainable production in Portugal, and the brand's caring roots where appropriate, but do it in a natural, non-preachy way. Let it be a supporting fact rather than the sole focus, unless the communication is specifically about sustainability.
• •Speak to the Imagination: Especially for children's products, use language that sparks stories and adventures, aligning with the "Dream Big" concept. For adults, tap into the joy of comfort and stylish relaxation.

Social Perception

Positive, Seen as High Quality, Creative and Fun, Ethically Minded, Potentially Pricey, Internationally Recognized

Copy Examples

• •Headline: Dream in Adventures. Wake up Wonderful. Body: Dive under a universe of astronaut kittens or snuggle with the friendliest dinosaurs. Our organic cotton bedding isn't just incredibly soft, it's a launchpad for the best dreams. Crafted with care in Portugal, because good sleep and a happy planet go hand-in-hand.
• •Social Media Post (Instagram - with a picture of someone lounging in SNURK pajamas): Caption: Officially accepting applications for Chief Relaxation Officer. Perks include: mandatory naps, extreme comfort, and looking ridiculously good doing absolutely nothing. Our new Horizontal Wear collection, made from the softest organic cotton, is here to upgrade your downtime. #SnurkAmsterdam #HorizontalLiving #OrganicComfort #PajamaDayAllDay #EthicallyMade
• •Product Description (for a kids' duvet cover): Title: The [Princess/Dinosaur/Etc.] Dream Duvet - Organic Cotton Magic! Body: Let your little one rule dreamland or roar through prehistoric adventures! Our [Princess/Dinosaur] duvet cover isn't just a photo print; it's an invitation to imagine. Made with GOTS-certified organic cotton that's as gentle on their skin as it is on the Earth. Plus, bedtime just got a whole lot more exciting! Sleep tight, dream big.
• •Email Subject Line: Warning: May cause extreme coziness & spontaneous naps. Body Snippet (preview text): Discover the SNURK effect. Our latest organic cotton loungewear and bedding are designed for serious comfort and playful moments...
• •Brand Story Snippet (for 'About Us' page): From a quirky idea to help homeless youth (sleeping under a cardboard print to help someone off the streets!) to a global community of happy "SNURKers," our journey has always been about more than just bedding. It's about weaving fun, creativity, and conscious comfort into everyday life. We believe in the art of doing nothing, beautifully and sustainably.