Brand Tone

Nurturing & Gentle, Conscious & Ethical, Artisanal & High-Quality, Warm & Inviting

Brand Values

• •Purity & Safety
• •Sustainability & Eco-consciousness
• •Ethical Production
• •Quality & Craftsmanship
• •Family & Home
• •Timelessness

Best Practices

• •Emphasize "Gentle" and "Nurturing" Language: Consistently use words like "soft," "gentle," "pure," "comfort," "soothe," "nurture," and "care" to reinforce the brand's core offering.
• •Highlight Ethical & Sustainable Aspects: Regularly weave in terms like "GOTS-certified organic," "nontoxic," "ethically made," "sustainable," and "eco-conscious" to underscore brand values. This builds trust and appeals to conscious consumers.
• •Maintain a Warm and Personal Voice: Share the founder's story or the "why" behind the products occasionally. Use a welcoming and empathetic tone that connects with the experiences of parents and caregivers.
• •Focus on Sensory Details: Describe the texture, feel, and look of the gauze. Use evocative language that helps the customer imagine the softness and breathability, like "cloud-soft," "airy," "gentle crinkle."
• •Ensure Visual Consistency: Match the copy's tone with the visual elements used in marketing materials and social media – soft lighting, natural textures, and calm, uncluttered imagery reinforce the brand's gentle and pure aesthetic.

Social Perception

Customers perceive willaby as a provider of high-quality, exceptionally soft, and safe organic products, particularly for babies. The GOTS certification is a significant factor in this perception. The brand is seen as ethical and environmentally conscious, which resonates with consumers looking for sustainable options. While products are at a higher price point, many customers seem to find the value justified by the organic materials, craftsmanship, and durability. There's an appreciation for the aesthetic – the earthy tones and gentle textures are frequently highlighted. The brand appears to be trusted by parents seeking natural and non-toxic alternatives for their children.

Copy Examples

• •Wrap your little one in the purest comfort. Our GOTS-certified organic cotton gauze blanket is cloud-soft, breathable, and made with love – because only the gentlest touch will do for their precious skin.
• •Sleep soundly knowing your comfort doesn't cost the Earth. Willaby's organic gauze bedding is crafted with sustainable practices and ethical production, for a healthier home and a happier planet.
• •Discover the gentle embrace of willaby. Our signature organic gauze is uniquely woven for a softness that soothes and a lightness that comforts, wash after beautiful wash.
• •More than just bedding, it's a promise of comfort, passed down through generations. Willaby creates timeless, heirloom-quality pieces made to be loved, snuggled, and cherished.
• •Tiny hands, tender moments. ✨ Our organic gauze swaddles are designed for the softest snuggles, keeping your baby safe and serene. Explore our collection of nontoxic essentials via the link in bio. #willaby #organicbaby #gentlecomfort #sustainableliving