Brand Tone

Caring & Nurturing, Trustworthy & Reassuring, Practical & Solution-Oriented, Authentic & Relatable, Supportive & Community-Minded, Elegant & Stylish (Subtly)

Brand Values

• •Quality & Craftsmanship: Commitment to using super soft, organic, and hypoallergenic materials, with products handmade in Canada.
• •Functionality & Innovation: Designing products that are practical, multi-use, and solve real problems for parents.
• •Gentleness & Safety: Prioritizing the delicate needs of babies, especially those with sensitive skin.
• •Authenticity & Transparency: Sharing the founder's story and being open about product origins and materials.
• •Community & Giving Back: Strong focus on supporting charitable causes, particularly the BC Women's Newborn ICU, and engaging with the local community.
• •Sustainability & Eco-consciousness: Use of organic bamboo cotton and mentions of biodegradable materials for packaging. Numpfer was prioritized for Indigo's Mini Marché for being environmentally friendly.

Best Practices

• •Lead with Empathy and Understanding: Always address the parent's perspective, acknowledging their challenges and desires for their baby's comfort and well-being. Use language that shows you 'get it.'
• •Highlight 'Softness' and 'Gentleness' Consistently: These are core attributes. Use evocative words like 'cashmere-like,' 'caress,' 'cloud-soft,' and 'delicate' when describing the feel of the products.
• •Emphasize 'Organic' and 'Natural' Benefits: Clearly communicate the use of organic bamboo cotton and its hypoallergenic properties, linking it to safety and care for sensitive skin.
• •Showcase 'Multi-Use' and 'Innovative Design': Stress the practicality and problem-solving nature of the products, especially the side-tie bib, explaining how it makes parents' lives easier.
• •Weave in the 'Made in Canada' and 'Giving Back' Story: Subtly incorporate the brand's Canadian roots and its commitment to community and charity, as these build trust and resonate with conscientious consumers.

Social Perception

Highly Regarded for Quality, Trusted by Parents, Appreciated for Ethical Practices, Seen as a 'Must-Have' or Premium Essential, Supportive of Community, Innovative

Copy Examples

• •Headline: Softer Than a Cloud, Stronger Than a Spill. Discover Numpfer Organic Comfort. Body: Tired of bibs that scratch and barely absorb? Our Numpfer multi-use bibs are crafted from the gentlest organic bamboo cotton, caressing your baby's delicate skin while effortlessly tackling drools and dribbles. Give your little one the comfort they deserve.
• •Headline: One Numpfer. Endless Uses. Zero Fuss. Body: Bib? Burp cloth? Ultrasoft washcloth? Yes, yes, and yes! Our innovative side-tie Numpfer is designed by a mom, for moms. Easy to tie, even with a sleeping baby, and made to keep your little one dry and happy. Simplify your baby bag with this must-have essential.
• •Headline: Gentle on Baby, Kind to the Planet. That's the Numpfer Promise. Body: Made with love in Canada from hypoallergenic, organic bamboo cotton, Numpfer bibs and blankets are as kind to the earth as they are to your baby’s sensitive skin. Choose thoughtful, sustainable essentials for your precious little one.
• •Headline: From NICU Needs to Everyday Essentials: The Numpfer Story. Body: Born from a mother’s search for the perfect bib, Numpfer offers more than just baby products; we offer peace of mind. Super absorbent, incredibly soft, and designed for real life. Experience the difference care makes.
• •Headline: Wrap Your Little One in Pure Canadian Comfort. Give the Gift of Numpfer. Body: Looking for the perfect baby shower gift? Numpfer’s luxurious organic bibs and blankets are a hug in a package. Practical, beautiful, and oh-so-soft – a gift new parents will truly appreciate and use every single day.