Jool Baby Brand Guidelines
Who We Are
We empower parents with innovative baby + kids products.
Our designs make life easier, safer, and fit seamlessly into modern lifestyles.
Mission: Always question, always improve — solving real problems for real parents.
Core Brand Pillars
Innovative – We solve parenting pain points other brands ignore.
Aesthetic – Products look great in real homes.
Value – High quality + affordable, not “cheap.”
Target Audience
Primarily Millennials + rising Gen Z parents.
Want brands that are self-aware, realistic, supportive, and aligned with their values.
They multitask, feel pressure to parent “perfectly,” and value safety, mental wellbeing, and convenience.
Brand Persona
The Everyman + The Hero
A relatable parenting friend: unpretentious, supportive, positive.
Encouraging but real: acknowledges struggles without dwelling on them.
Inspires confidence in parents — “you’ve got this.”
Brand Voice
Unpretentious, sincere, empowering
Conversational, friendly, everyday language
Motivating and encouraging — focus on positives
Gentle wit: clever, never corny or offensive
Accessible
✅ Example Tone:
“We’ve got your back on this awesome adventure.”
“Say goodbye to messes and hello to easier potty training.”
🚫 Not Allowed:
Salesy, overly formal, jargon-heavy, fear-based, or judgmental messaging.
Visual Identity
Logo: Rounded, lowercase sans-serif + gem icon.
Clear space = height of “O” around all sides.
Never distort, recolor, outline, separate icon, or place on busy backgrounds.
Colors:
Primary: Soft Blue (#a7bbd5), Deep Blue (#275e9f), White, Grey (#696969).
Usage ratio: 70% light blue, 20% deep blue, 5% white, 5% grey.
Typography: Museo Sans Rounded (900 for titles, 700 subtext, 500 body).
Photography Style: Bright, natural, authentic family moments — warm + relatable, not staged.
Affiliate-Specific Branding Rules
Do:
Use official logos, product names, and provided assets.
Highlight product benefits: safety, ease of use, stylish value.
Keep tone family-friendly, supportive, and approachable.
Don’t:
Alter logos, colors, or fonts.
Use brand name in PPC ads, display URLs, or titles (without pre-approval).
Use aggressive, fear-based, or judgmental copy.
Misrepresent partnerships or endorsements.
