Brand Tone

Nurturing, Authentic, Empowering, Conscious, Earthy

Brand Values

• •Ethical Production
• •Quality & Craftsmanship
• •Community
• •Connection
• •Authenticity

Best Practices

• •Lead with "Why," Not Just "What": Always connect product features back to the core values. Instead of saying "Our carriers are made of linen," say "We chose pure linen for its softness and breathability, keeping you and baby comfortable during those precious moments of closeness."
• •Speak "With" Them, Not "At" Them: Use inclusive, community-focused language. Phrases like "our village," "fellow parents," "we're in this together," and asking questions in social media captions will foster engagement and reinforce the community value.
• •Embrace Authentic Storytelling: Continue to feature the founder's journey, stories from the artisans who make the products, and user-generated content. Authenticity is your biggest asset; protect it by avoiding overly corporate or sterile marketing language.
• •Use Sensory and Emotive Language: The brand is about feeling and connection. Use descriptive words that evoke touch (soft, woven, textured), emotion (nurturing, confident, calm), and security (supportive, strong, safe). This reinforces the quality and the emotional benefit of the product.
• •Maintain a Consistent Voice Across All Touchpoints: The nurturing, empowering tone should be present everywhere from the website's 404 error page to the automated email confirmation and the copy on a shipping box. Every interaction is an opportunity to strengthen the brand identity.

Social Perception

The brand is perceived as premium and high-quality, trustworthy and safe, ethical and aspirational, and a strong community hub where customers feel a genuine sense of belonging.

Copy Examples

• •Meet Ochre. Inspired by sun-drenched earth and the warmth of a midday hug. Our pure linen carrier is now available in a shade that feels like coming home. Soft, strong, and ready for all your adventures, big and small. Because every moment of closeness is a treasure. #TheWildCo #CelebrateWildhood #EthicallyMade
• •Headline: Closer to them. Truer to you. Sub-headline: Discover our collection of ethically crafted baby carriers, designed in South Africa to help you embrace the beautiful chaos of parenthood with confidence and ease. Button: Shop The Collection
• •Headline: Your hands-free lifeline has arrived. Body: Juggling it all is the art of motherhood. Let us help you hold them close while you reclaim your hands (and your sanity!). Our award-winning baby carriers are a game-changer for new parents. Soft, supportive, and ethically made so you can feel good in every way. Join our village of thousands of South African parents. Call to Action: Find Your Perfect Carrier
• •Subject: A little note for the tired, brave, wonderful you. Email Preview: Inside: real stories from our village, plus our guide to the perfect fit...
• •Woven from 100% pure, breathable linen that gets softer with every wash and every wear. This sling is more than just a carrier; it’s a quiet space, a second set of arms, and a gentle rhythm for your baby. Designed to support them from newborn to toddler, it fosters a connection that lasts a lifetime. Ethically handcrafted with love, right here in South Africa.