Copy Showcase
BY BILLIE
“This is really going to elevate By Billie.”
Strengthening brand identity in a competitive space
The BRIEF
By Billie is a beloved womenswear and kidswear brand, known for reinventing what was once a boring category. The aesthetics of its womenswear collection are reflected in coordinating kidswear, replacing cartoons and too-bright colours with genuinely cool designs that mum loves to dress her kids in. Balancing retro aesthetics with on-trend silhouettes, they make motherhood feel more cool and alluring than the typical outdated ‘mum’ brand.
But as the fashion-forward kidswear space grew more competitive, founder Charlotte Brodie felt the need to strengthen the By Billie identity. Visually, the brand was on lock, but verbally, deeper connections could be made. By Billie partnered with Lovenote for a brand tone refresh.
THE COLLABORATION
Copy Capsule / Brand Tone Development / Copy For Website / Product Descriptions / Socials / Emails / And More
The APPROACH
We analysed the modern mum who chooses By Billie. Why does she invest in cooler, more premium kidswear when throwaway pieces are available at discount retailers? What drives her to add her own knitwear to a cart full of her toddler’s trackies and tees? We uncovered what was happening: By Billie was redefining what it means to be a mum of young children — and making this life stage feel cool. We put this brand philosophy into words customers could use to express and understand why they felt seen and represented by By Billie.
“This is so great and it’s really going to elevate By Billie. You are amazing at what you do.”
Charlotte Brodie, founder of By Billie
The RESULTS
The tone for By Billie now blends womenswear and kidswear into one cohesive brand. Motherhood is made cool with language like ‘On-duty outfits that keep up with your kids’, ‘Cosy knits for the new you’, and ‘Coordinated, even when life isn’t’. Kidswear comes into the conversation with phrases like ‘Cool fits for their core memories’, ‘A dupe of their cool mum’, and ‘Cool in the chaos’. Together, the brand represents an aspirational ‘cool mum’ personality, and even cooler family unit, that customers love to identify with. Watch the transformation on TikTok.
Request BESPOKE CREATIVE WORK for YOUR BRAND
The Lovenote copy studio defines strategically creative brand voices and clear, conversational copy across platforms. We specialise in ecommerce and product-based copywriting and aim to foster unshakeable fan culture for your brand.