Brand Tone

Aspirational, reassuring, and sophisticated, blending elegant and refined language focused on style and quality with practical elements emphasizing functionality, durability, and making parents' lives easier. Also, informative and supportive.

Brand Values

• •Quality and Durability
• •Functionality and Style
• •Customer-Centricity
• •Sustainability and Ethical Practices
• •Supporting Families

Best Practices

• •Lead with Style, Follow with Function: Always open with the aesthetic and aspirational aspects of the product, then detail the practical features that make it a great parenting tool.
• •Use Elevated Language: Employ sophisticated and elegant vocabulary ("chic," "refined," "luxe," "effortless") to reinforce the premium positioning of the brand.
• •Emphasize Longevity: Frame the purchase as a long-term investment rather than just a baby product. Use phrases like "designed to last," "timeless style," and "beyond the baby years."
• •Tell the Founder's Story: Weave the narrative of the brand being created "by mothers, for parents" into the copy to build an emotional connection and reinforce the brand's understanding of its customers' needs.
• •Highlight Sustainable and Ethical Choices: Consistently mention the use of recycled materials, organic fabrics, and ethical manufacturing to appeal to the modern, conscious consumer.

Social Perception

Overwhelmingly positive, with customers praising the bags for their stylish appearance, high quality, and functionality. Perceived as an "investment piece" that lasts beyond the baby phase, a "top brand" for quality and fashionable nappy bags, and featuring clever design benefits. While the price point is higher, many feel the quality justifies the cost, enhanced by celebrity endorsement reinforcing its aspirational image.

Copy Examples

• •The Bag That Does It All. Just Like You. Meet the Storksak Alyssa. Effortlessly stylish, endlessly practical, and designed to keep up with your busiest days. With intelligent storage for everything from your laptop to baby’s bottles, it’s the only bag you’ll need.
• •Sustainable Style for the Modern Parent. Introducing our new Eco Collection. Crafted from recycled materials, these bags are as kind to the planet as they are beautiful. Because you shouldn't have to choose between sustainability and style.
• •From Boardroom to Playdate, Seamlessly. The St. James leather bag transitions with you. Its timeless design and smart organization mean you’re perfectly prepared for a client meeting or a park outing, without ever compromising on elegance.
• •The End of the Nappy Bag. We designed a bag you’ll love long after the nappies are gone. With luxurious materials and a classic silhouette, your Storksak is a timeless accessory for every chapter of your life.
• •Thoughtfully Designed. Beautifully Made. Every detail in a Storksak bag is considered, from the insulated pockets to the padded changing mat. We create bags that not only look exquisite but make your life as a parent just that little bit easier.