Brand Tone

Playful, Inspiring, Confident, Stylish, Approachable, Friendly, Conscious, and Caring.

Brand Values

• •Empowerment & Confidence
• •Style & Quality
• •Playfulness & Joy
• •Responsibility (emerging)
• •Child-centricity

Best Practices

• •Always Emphasize Playfulness and Positivity: Use upbeat language, encouraging words, and focus on the joy and adventure of childhood. Avoid overly serious or complex vocabulary.
• •Highlight Danish Design and Quality: Subtly weave in "Designed in Denmark" or references to Danish style to reinforce the brand's origin and the associated quality and aesthetic appeal.
• •Speak to Both Child and Parent: While the product is for children, the purchasing decision is often made by parents. Use language that appeals to a parent’s desire for quality, style, and their child's happiness and confidence, but also in a way that a child might find exciting.
• •Incorporate "NEW" with Purpose: Leverage the brand name by associating it with new adventures, new discoveries, new styles, and a new generation of confident kids.
• •Maintain an Inspiring and Empowering Undertone: Reinforce the idea that the clothes help children feel confident and ready to explore the world, aligning with the brand's core mission.

Social Perception

Stylish Danish Design, Kid-Focused and Fun, Positive Online Engagement, Association with Sustainability (potential).

Copy Examples

• •Headline: Adventure Awaits. Dress for It. Body: From backyard explorations to big dreams, THE NEW outfits your little ones in confidence and cool. Our latest collection is bursting with playful prints and comfy fits, all designed in Denmark to let their unique style shine. Because every day is a new adventure! #TheNewKids #StyleThatPlays
• •Headline: Little Wardrobe, Big Personality. Body: Let them express their awesome selves! THE NEW brings you kids' fashion that’s as vibrant and unique as they are. Soft fabrics, durable designs, and a sprinkle of Danish cool – ready for every laugh, leap, and imaginative journey. Discover styles that tell their story. #BeCoolBeYou #TheNewStyle
• •Headline: Hello Sunshine, Hello Style! Body: Breezy days and bright smiles are made for THE NEW. Our summer collection is packed with airy dresses, cool tees, and super-soft shorts – perfect for making sunny memories. Designed with love in Denmark, because we believe every kid deserves to feel amazing. Shop the look of joy! #DanishDesignKids #SummerVibes
• •Headline: For the Dreamers, The Doers, The NEW Generation. Body: We believe in the power of kids to change the world. That’s why we create clothes that inspire them to be bold, be kind, and be uniquely THEM. Comfortable, stylish, and ready for anything. Explore THE NEW – fashion for a brighter tomorrow. #FutureLeaders #KidsWithAttitude
• •Headline (for THE NEW siblings): Soft Starts for Big Adventures. Body: Welcome your littlest love with THE NEW siblings. Crafted with the softest, most responsible materials for delicate skin and endless cuddles. Playful designs meet lasting quality, because only the best is good enough for their first discoveries. #TheNewSiblings #GentleComfort