Love, Bonito: Mother's Day 2023

For this campaign, I worked on the copy glossary for the various assortments that Love, Bonito intended to launch for their maternity line, Embrace. The copy is split into 4 different sections, each highlighting a different assortment and/or phase of motherhood. 

Key Angle: Celebrating modern motherhood in all of its joys and frustrations

Key Messages

• This Mother’s Day, we celebrate you – whether you’re expecting, basking in the joy of a newborn, or easing into a new phase of motherhood.
• And with you, along with the moms or mother figures in your life, whoever she may be.
• Because all mothers deserve to be celebrated. For all that she does, through all the highs and the lows across the many seasons of motherhood.

Copy Glossary 

A New Life: New & Existing Embrace + Lounge Styles 

• Bump-friendly styles designed for comfort
• Made to grow with you.
• Made to support you, every step of the way.
• Made for the journey from bump to baby.
• Appreciating the journey that is motherhood, with all its ups and downs.

Twinning Joy: Matching Sets for Mum and Kids / Fur Kids

• Ace your style game with your little one
• Good things always come in pairs
• For your mother and child dynamic duo moments
• An effortlessly styled match made in heaven
• Double the look, double the love

Work To Workouts: Workwear + Active for Working & Active Mums

• Out for a brisk walk or running errands?
• Rushing to and fro – in style
• Bounce back into your workout routine
• From carpool to coffee date
• Get ready in minutes, look polished all day

Community Favourites: Styles to Gift / For the Mother Figures in Our Lives

• A little something for the mother figure in your life
• Styles she'd favourite in a heartbeat
• Her favourites, your inspiration
• Mum's style – elevated
• Your cue to surprise the mother figure in your life