Brand Tone

Conscientious, cheerful, and gentle

Brand Values

• •Sustainability and Environmental Respect
• •Love for Animals
• •Quality and Local Craftsmanship

Best Practices

• •Lead with Your 'Why': Always connect your products back to the core mission. Instead of just saying 'New T-shirt,' say 'A new design to celebrate our love for animals.' This reinforces the brand's purpose in every communication.
• •Use Positive and Gentle Language: The brand's tone is cheerful and kind. Use words like 'vrolijk' (cheerful), 'liefde' (love), 'zacht' (soft), and 'zorg' (care). Avoid urgent, high-pressure sales tactics, which would clash with the gentle, conscientious brand identity.
• •Champion Your Materials: Consistently mention the sustainable aspects of your products: 'GOTS-certified organic cotton,' 'eco-friendly production,' and 'CO2-neutral shipping.' This transparency builds trust and appeals directly to your target audience's values.
• •Tell the Animal's Story: Each embroidered animal is a character. Briefly mention the animal in your copy (e.g., 'the magnificent Kingfisher') to create a stronger emotional connection between the customer, the product, and the brand's mission of animal appreciation.
• •Maintain a Local Voice: Continue to mention the brand's roots in Ghent. This fosters a sense of community and authenticity that larger, faceless corporations cannot replicate. Phrases like 'Designed in Ghent' or 'From our home in Ghent to yours' strengthen this local connection.

Social Perception

Niche, ethical, and high-quality apparel company with a strong conscience, appealing to consumers who prioritize sustainability, animal welfare, and supporting local enterprises. Positive customer interactions and community support.

Copy Examples

• •Meet our newest friend, the Red Panda! Stitched with care on the softest 100% organic cotton, this tee is a small reminder to cherish our planet's incredible wildlife. Wear your love for nature. #WearStick #EthicalFashion #LoveForAnimals
• •Fashion that feels good and does good. Our cheerful, sustainable T-shirts are made in Ghent with respect for nature and a love for animals. Crafted from GOTS-certified organic cotton for a kinder footprint. Shop the collection now and enjoy free CO2-neutral shipping on orders over  100.
• •Our 'On the Shore' Collection has arrived! Discover timeless, colorful designs inspired by nature's waterside wonders. Every shirt is sustainably made, because we believe there is 'No Planet B'. [Shop Now]
• •A little bit of cheer, a whole lot of love for nature ❔
• •Simple, soft, and sustainable. This classic crewneck tee features a beautifully embroidered kingfisher, a tribute to the vibrant life found in nature. Made from premium organic cotton, it’s designed not just for comfort, but for a cleaner planet. Fair, eco-friendly, and full of character.