Brand Tone

Whimsical, Nurturing, and Artisanal

Brand Values

• •Creativity and Imagination
• •Curated Quality
• •Sustainability and Safety
• •Community and Collaboration
• •Enchantment of Childhood

Best Practices

• •Lead with Emotion, Support with Features: Start with the feeling the product evokes (wonder, comfort, creativity) before listing its features (sustainable wood, non-toxic paint, educational value).
• •Use Storytelling Language: Employ words like "adventure," "magic," "journey," "discover," and "treasure." Frame products as characters or props in a child's ongoing story.
• •Emphasize the 'Why' Behind the Curation: Consistently mention that items are "hand-picked," "artisan-made," or "thoughtfully selected." This reinforces the brand's value proposition and justifies its premium positioning.
• •Speak to Both Parent and Child: Write copy that resonates with a parent's desire for quality, safety, and development, while using a whimsical tone that captures the spirit of childhood.
• •Maintain a Consistent Lexicon: Create a "brand dictionary" of preferred words (e.g., "little ones," "explorers," "wonder," "curated," "handcrafted") and words to avoid (e.g., "cheap," "kids' stuff," "deal") to ensure the artisanal and nurturing tone is maintained across all platforms.

Social Perception

A Premium, Boutique Destination; A 'Hidden Gem'; Aesthetically Pleasing; A Community Hub

Copy Examples

• •Once upon a time, in a land of make-believe… New adventures await! Our handcrafted wooden castle has arrived, ready to be filled with stories, dragons, and daring knights. Built by artisans to inspire endless imagination, it’s more than a toy—it’s the start of a new fairy tale. ✨ #StrawberryFieldsAE #PretendPlay #ChildhoodMagic
• •Where Wonder Grows. Discover our curated world of toys, décor, and books designed to spark creativity and fill their world with magic.
• •Psst… The Magic is In.
• •Create a soft, safe, and magical space for your little one. Our collection of sustainable nursery décor and newborn gifts is carefully chosen to nurture sweet dreams and quiet moments. Shop the collection for delivery across the UAE.
• •Your little wonderland. A space for small hands and big imaginations. No rules, no rush, just wonder. Please enjoy.