Brand Tone

Nurturing, relatable, aesthetically-minded, warm, personal, friendly, gentle, reassuring, practical, approachable, community-oriented.

Brand Values

• •Safety and Quality
• •Practicality and Functionality
• •Aesthetics and Style
• •Family-Centric and Relatable
• •Community

Best Practices

• •Write Like You're Talking to a Friend: Address your customer as you would a fellow parent. Use "we" and "you" to create a direct, personal connection. Share relatable struggles and joys of parenthood.
• •Prioritize "Safe & Stylish" in Messaging: Consistently weave in the core value proposition. Whether describing a product or sharing a photo, highlight that it is both beautiful and safe/functional. Use keywords like "BPA-free," "non-toxic," "dishwasher safe," and "modern design."
• •Create a Visual-Copy Harmony: Ensure the tone of the copy always matches the soft, clean, and modern aesthetic of the visuals. If the photo is calm and minimalist, the copy should be gentle and uncluttered.
• •Engage with Questions and User Content: Actively foster the community feel. Ask questions in social media captions to encourage comments. When sharing user-generated content, always credit the original poster and add a warm, personal comment.
• •Develop a Brand Lexicon: Create a list of on-brand words (e.g., "little ones," "mealtimes," "essentials," "thoughtfully designed," "gentle," "beautifully practical") and off-brand words (e.g., "cheap," "kids," "gadgets," "revolutionary," "customers") to guide all copywriting efforts, ensuring everyone who writes for the brand uses a consistent voice.

Social Perception

Positive, trusted, 'mum-owned' small business, source for stylish and safe baby essentials, strong recognizable brand identity, high quality products, beautiful colors, modern parenting movement, support for local family-run Australian business.

Copy Examples

• •New hue, just for you. ✨ Introducing Sage Green to our collection of silicone essentials. Designed for peaceful mealtimes and less floor-time, our suction bowls stay put, so you can enjoy the little moments. BPA-free, dishwasher safe, and oh-so-beautiful. What meal would you serve up first in this beauty? #willowandhutch #mealtimemagic #babyeats
• •Beautifully Practical. Perfectly Safe. Explore our collection of mealtime essentials, thoughtfully designed by one mum for another.
• •Tired of messy mealtimes? We get it. Our Willow + Hutch silicone bibs and tableware are designed to make clean-up a breeze (because you have enough to do!). Non-toxic, stylish, and 100% dishwasher safe. Reclaim your time and style. Shop the collection now for 10% off your first order.
• •Hi [Customer Name], as a mum of two, I know that mealtimes can be... chaotic! That’s how Willow + Hutch was born. I wanted products for my little ones that were not only safe and practical but also didn't clash with the home I’d so lovingly created. From our family to yours, we hope our pieces bring a little more peace and beauty to your everyday. Thank you for being on this journey with us.
• •Soothe those tender gums with a teether that's as safe as it is sweet. Made from 100% food-grade silicone, our Soft-Grip Teether is perfectly shaped for little hands to hold and explore. The gentle texture provides welcome relief during tough teething phases. Easy to clean and beautiful to look at, it’s a must-have for every nappy bag.