Brand Tone

Nurturing & Gentle, Responsible & Conscious, Playful & Joyful, Authentic & Transparent, Scandinavian & Classic

Brand Values

• •Sustainability & Responsibility
• •Quality & Durability
• •Comfort & Practicality
• •Childhood & Play
• •Scandinavian Design & Aesthetics
• •Safety

Best Practices

• •Embrace Nature & Gentleness: Use language that evokes the natural world, softness, and care. Words like "gentle," "soft," "natural," "bloom," "explore," and "nurture" fit well.
• •Highlight Scandinavian Roots Subtly: Refer to "Danish design," "Scandinavian simplicity," or "Nordic spirit" to reinforce brand origin without overstating. Focus on the aesthetic qualities like clean lines, light/muted colors, and unique prints.
• •Weave in Responsibility: Casually mention sustainable materials (organic cotton, recycled fabrics) and certifications (Oeko-Tex) as part of the quality and care, rather than a purely technical feature. Frame it as a benefit for the child and the planet.
• •Focus on the Child's Experience: Write from the perspective of childhood joy, play, adventure, and comfort. Use active verbs and imagery that depict children freely exploring and enjoying themselves.
• •Maintain Authenticity and Warmth: Avoid overly technical jargon or hype. The tone should feel honest, approachable, and warm, like advice from a trusted, caring friend who understands children.

Social Perception

Positive General Perception, Trusted for Quality and Comfort, Associated with Durability, Valued for Practical Outerwear, Appreciated for Unique Designs, Seen as an Ethical Choice

Copy Examples

• •Headline: "Dressing Adventures, Naturally." Body: "At Wheat, we believe childhood is an adventure woven with threads of joy and discovery. Our Scandinavian-designed clothes are crafted from soft, sustainable materials, ready for every puddle jump and forest exploration. Kind to skin, kind to nature. #WheatKids #PlayfulFreedom"
• •Headline: "Pure Comfort, Playful Designs." Body: "Wrap your little one in the gentle touch of organic cotton and the charm of our unique hand-drawn prints. Wheat clothing is designed in Denmark for happy, active kids, ensuring every day is comfortable, stylish, and full of imagination. #ScandinavianSimplicity #ConsciousKidswear"
• •Headline: "Built for Childhood. Responsibly Made." Body: "From the first giggle to the grandest adventure, Wheat is there. We craft durable, Oeko-Tex certified children's wear that lets kids be kids. Because we care about their world today, and tomorrow. #WheatAdventures #SustainableStyle"
• •Headline: "Scandinavian Seasons, Dressed by Wheat." Body: "Inspired by the changing Northern light and the spirit of outdoor play, our collections bring together timeless Danish design with practical comfort. Explore clothing made to celebrate every season of childhood. #WheatDenmark #EverydayMagic"
• •Headline: "More Than Just Clothes – It's a Wheat Hug." Body: "Soft, safe, and always ready for play. Our commitment to quality materials and thoughtful design means every Wheat piece feels like a warm embrace, letting your child explore their world with confidence and joy. #NaturallyWheat #ChildhoodUnplugged"