Brand Tone

Fun, Family-Friendly, and Cheerful

Brand Values

• •Joy and Fun
• •Safety and Quality
• •Innovation and Trend-Setting
• •Practicality and Convenience
• •Social Responsibility

Best Practices

• •Lead with "Fun" and "Joy": Always infuse a sense of happiness and positivity into the copy. Use words like "fun," "smile," "joy," "brighten," and "adventure" to align with the core brand message of "everyday Smiles."
• •Balance Whimsy with Practicality: While the character designs are a key selling point, always highlight the practical benefits. Pair the "fun" aspect with reassuring words like "durable," "leak-proof," "BPA-free," and "easy to clean" to appeal to the parent or practical-minded buyer.
• •Use an Energetic and Simple Voice: Keep sentences clear, concise, and upbeat. The use of exclamation points and a friendly, conversational tone makes the brand feel approachable and enthusiastic, mirroring the visual energy of its products.
• •Speak to Both Kids and Adults: Segment the messaging where appropriate. For kids' products, use language that gets them excited ("Your favorite hero!"). For adult-focused products, shift the tone slightly to be more about style, convenience, and self-care ("Elevate your hydration").
• •Reinforce Quality and Safety: Subtly weave in reminders of the brand's commitment to safety. Phrases like "worry-free hydration," "parent-approved," and "safe for the whole family" can build trust and address potential customer concerns about product quality.

Social Perception

Public perception is generally positive, appreciating fun designs and functionality, especially for children's products. Customers value character designs and practical features like leak-proof construction. However, there are recurring concerns about product durability and customer service regarding warranty and replacement processes. Past product recalls due to safety concerns were addressed by the company.

Copy Examples

• •Spill-proof and adventure-ready! →→ Our Bluey Kelso tumblers are designed to keep up with your little one's biggest adventures. No leaks, no worries, just happy hydration. #zakdesigns #everydaysmiles #bluey
• •A smile in every sip! ☺️ New character cups are here.
• •Meet the Sutton tumbler: your new go-to for effortless hydration. With 40oz of capacity and sleek, durable stainless steel construction, it’s everything you need to keep your favorite drink perfectly chilled through work, workouts, and weekend fun. Simple, stylish, and built to last. #zakdesigns
• •From Morning Coffee to Bedtime Stories. ✨ Find the perfect cup to make every moment brighter.
• •Tired of mealtime negotiations? Make it fun! Our Disney mealtime sets turn every bite into an adventure. They're durable, BPA-free, and dishwasher-safe because we know parents need smiles, too. Shop now for 15% off!