Copy Showcase
DAD DRESSED ME
“The most helpful thing was doing my brand voice with Lovenote. Because you have an idea in your head about what this brand is, but you need to narrow that down, like: who is the customer? How do we talk? What’s the vibe we’re going with?”
A retro identity that caught high profile attention
The BRIEF
With a line of nostalgia-inducing kidswear in development, founder Natalie turned her attention to brand. Before engaging designers, developers, content creators and photographers, she partnered with Lovenote to build the foundations of Dad Dressed Me’s identity. Through creative tone and brand messaging that sounded like no other in the category, we carved out a place in the kidswear space that Dad Dressed Me could completely own.
THE COLLABORATION
Brandnote / Brand Tone Development / Taglines / Website Copy / Product Naming / Email Flows / Copy For Emails, Socials And More
The APPROACH
‘Inspired by the good times and designed to last a long time, our retro kidswear has reinvented childhood cool.’ Dad Dressed Me products brought nostalgic millennial-era clothing to kids, so we developed a tone that captured the retro feel. We named patterns and prints with an old school nod: Tropical Trip, Just Keep Swimming, Flower Child. The tone and taglines included ‘From the old days, for the good days’, ‘Old school kidswear for the mini-me’s’, ’Pulling patterns from dad’s Y2K closet’ and ‘We bring back the old times to reinvent today’s good times’. We balanced a nostalgic hit with nothing but love for the present moment.
“The most helpful thing was doing my brand voice with Lovenote. Because you have an idea in your head about what this brand is, but you need to narrow that down, like: who is the customer? How do we talk? What’s the vibe we’re going with? Because of Brandnote, I know who my brand is. And using that brand, I could sell whatever I want. I am obsessed with the Brandnote and have been reading it non-stop. It put my vision into words; it helped with everything. I want to tap into this language for packaging, emails, everywhere.”
Natalie Field, founder of Dad Dressed Me
The COPY
The RESULTS
Within the first weeks of launch, the strong brand identity of Dad Dressed Me caught the attention of high profile influencer Tammy Hembrow — who posted, shared and tagged the brand multiple times to her 17+ million followers. Within the months that followed, the brand attracted thousands of followers across social media, partnered with many notable influencers, and continued to sell out and restock repeatedly. Natalie attributes this fast success to the brand foundations set from day one: “It starts with who you are. You can have an idea that you want to be in kids’ clothing, but until you really know who your brand is, it’s going to be really hard to do it.” To learn more about Dad Dressed Me’s rapid rise, read Noteworthy.
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.