Brand Kit review

Nature Baby

Getting Nature Baby found on ChatGPT

29 October 2026 • Prepared by Team Empathy

How this works

This is everything Notable will use to write for you, and it replaces the Brand Kit and entity pack homework we sent in September, all in one place. Your Brand Kit is in Notable, built from your brand guidelines and checked against Claudia's EU claims guide, and this page shows it back to you section by section. Tick OK, or choose Change and tell us what you'd like instead.

Who does what

ClaudiaYour Brand Kit (voice, writing rules, products, audiences, competitors and markets), the short company facts tab, and the questions marked Claudia. Worth looping Isobel in on voice.JacobThe questions marked Jacob: your registered companies, founders and red lines.BrittThe questions marked Britt: your stores, contact details, profiles and the Wikidata login.

The rules

Anything you leave alone, we go ahead with.
Save for later keeps your answers here and sends nothing.
Send to Team Empathy lets us know you're done with that tab.
You don't have to finish in one go, and any of you can come back to any tab.

What happens next

We fold your changes into Notable.
You sign off your Brand Kit, and we take you through your content strategy.
Your first three pieces come to you for feedback before anything is published.

Start with your Brand Kit →

Your Brand Kit

This is exactly what Notable reads before it writes a word for you, built from your brand guidelines and our onboarding work, and checked against Claudia's EU claims guide. Tick OK, or choose Change and tell us what you'd like instead. Anything you leave alone, we go ahead with.

Your brand

#	Item	What we have	Your call
A1	About your brand	Nature Baby was founded in Auckland, New Zealand in 1998, driven by the belief that babies deserve the purest start. The brand makes everyday essentials for babies: clothing, sleepwear, skincare and accessories, with certified organic cotton at the heart of the range. Positioning: everyday essentials for baby, from a brand that has been getting it right since 1998. Value proposition: "As considered as the care you give." Core values: purity, quality, useful, caring. The brand sits between mass-market retailers and design-led fashion brands, competing on verified organic certification, merino expertise and genuine values. Certification: GOTS certified organic cotton, licence CU 862149, certified from organic farming through manufacturing and labelling. This is the one pre-approved certification claim, and it is claimed only on organic cotton until the certificate schedule is confirmed. Merino expertise spans more than two decades; merino care guidance is the brand's most AI-cited content. Cared for well, Nature Baby garments are made to be passed on. Range: Wear (organic clothing), Sleep (sleepwear, sleeping bags, bedding), Care (natural skincare), Play and Home (accessories, nursery, gifting), plus a wholesale range. Roughly 1,700 active products with high catalogue churn; content targets category and material levels, never individual SKUs. Markets: one Shopify store serves naturebaby.co.nz and naturebaby.com.au, so every page and article publishes to both domains at once. Australia is the priority growth market (category search demand runs five to ten times New Zealand's); New Zealand is the home market. All content must be region-neutral, localising only link targets. The US, UK, EU and HK storefronts are out of scope. Programmes: Worn Again (take-back and resale of pre-loved garments), The Journey (loyalty and lifecycle programme staged to the parenting journey), six retail stores, three in New Zealand and three in Australia, and around 200 wholesale doors including the US. A Kowtow x Nature Baby collaboration collection exists; Kowtow is a collaborator, never a competitor.	OK Change
A2	Taglines	From your brand guidelines: "Everyday organic essentials", "Growing babies organically since 1998" and "Best for baby, people and planet". Question Q17 asks whether all three stay in use.	OK Change
A3	Voice and tone	Friendly, warm, empathetic, personal and conversational, easily understood by parents, particularly mothers. Archetypes: the Caregiver first, the Sage second, someone who looks after and who happens to know. The overall feel is a trusted friend who knows everything about organic babywear, children's wellbeing and caring for natural fibres, and genuinely wants to help, not impress. Never corporate, clinical, academic, commanding or sales-heavy. No bold or controversial statements. Premium and trusted, never exclusive or elitist. Never "hippy" or over-earnest eco language; grounded, premium and practical. The owner's calibration: content must feel real and personal, never AI-generated, and on claims "even if it's less, it's more... more trustworthy". Under-claim, verify, never hype.	OK Change
A4	Who writes	A knowledgeable parent-friend who understands organic textiles (particularly GOTS certified cotton and merino), how the garments are made and how to care for them well enough to give practical advice parents trust. Leads with care for baby's wellbeing before any product. Translates technical detail into plain language. Uses sensory language true to the brand: softness, warmth, purity, care. Contractions come naturally. Named people who can front content: Jacob Faull (co-founder and CEO: founder voice, heritage, values), Isobel Ashman (Head of Brand: brand and voice authority), Claudia Zinzan (Head of Digital and Growth: primary approver).	OK Change

Writing rules

#	Item	What we have	Your call
B1	Rule 1	No em dashes anywhere, including headings and subject lines	OK Change
B2	Rule 2	Australian and New Zealand English spelling: organisation, colour, realise, centre, favourite	OK Change
B3	Rule 3	Region-neutral always: no keywords, sources or phrasing specific to only one of the AU or NZ markets (one store publishes everything to both domains). Localise only link targets. AU health sources: Raising Children Network, Red Nose Australia, Pregnancy Birth & Baby, ASCIA, Eat for Health. NZ health sources: Plunket, HealthEd, KidsHealth. Never an NZ source on an AU article or vice versa; where guidance differs, say "current health guidelines" and let the link carry the difference	OK Change
B4	Rule 4	Use contractions naturally: you'll, it's, your baby's	OK Change
B5	Rule 5	No over-explaining; never restate a point already made in the article	OK Change
B6	Rule 6	Every article ends with exactly one Nature Baby sign-off in the convention "At Nature Baby, we believe... nb x", placed before the FAQ block, carrying a real point of view. Articles never end on a bare CTA or shop link	OK Change
B7	Rule 7	Every article carries an FAQ section, always last; every FAQ question must be answerable from the article itself	OK Change
B8	Rule 8	Any certification, fact or claim (GOTS, TOG) is explained in full once per article; later mentions get a one-line callback	OK Change
B9	Rule 9	Product mentions support the advice, not sell it; each product or material fact appears once, framed as parenting guidance	OK Change
B10	Rule 10	Outbound links only to recognised health authorities and high-authority sources. Never to competitors, competitor retailers, low-authority sites or personal blogs. Every link must resolve	OK Change
B11	Rule 11	Educate, don't scare: never imply that non-organic alternatives are harmful; never disparage non-organic parenting choices	OK Change
B12	Rule 12	Comparison tables and any content naming competitors require client approval before publishing	OK Change
B13	Rule 13	Claims about the brand are limited to verified facts. "GOTS certified organic cotton" (licence CU 862149) is the approved certification claim. No invented statistics, awards or certifications. When in doubt, claim less	OK Change
B14	Rule 14	No health, safety or medical claims in meta or copy (safe sleep, healing, hypoallergenic) unless the client's own live copy carries them	OK Change
B15	Rule 15	Site heading convention: predominantly lowercase on editorial pages, sentence case on product pages	OK Change
B16	Rule 16	Environmental claims must be specific and evidenced: no generic terms (sustainable, eco, eco-friendly, environmentally friendly, green, conscious, responsible, ethical, regenerative, biodegradable, carbon, climate, kind to the planet, better for the planet, natural, pure goodness) unless the same sentence states the material, certification or practice behind them. The scope of a claim never exceeds the scope of its evidence. No environmental statistics without their source and scope. No absolute chemical-free claims (for example 'free from harmful chemicals'); use wording based on the applicable restricted-substances requirements	OK Change
B17	Rule 17	Claim GOTS only on organic cotton until the certificate schedule is confirmed; never on lambskin, amber, the mushroom lamp, Honeysticks crayons or skincare	OK Change
B18	Rule 18	No reuse counts (for example 'worn by up to eight children') unless the client supplies the evidence; say garments are made to be passed on	OK Change
B19	Rule 19	'Pure' and 'purity' describe feel and values only, never the absence of chemicals or a health benefit	OK Change
B20	Rule 20	Amber: no teething or health benefit, ever; amber content only with the client's sign-off	OK Change
B21	Rule 21	Naturepedic is never named as a rival in content	OK Change
B22	Rule 22	No labour or fair-conditions claims unless the client names the standard behind them	OK Change

Product lines

#	Item	What we have	Your call
C1	Sleep	Sleepsuits, sleeping bags, swaddles and organic bedding. Natural fibres chosen for temperature regulation, moisture management and softness, across age stages and TOG ratings for AU and NZ climates. Merino sleeping bags are hero products; the range also includes natural bassinet mattresses (quilted wool, latex).	OK Change
C2	Play and Home	Accessories, lambskin booties (a signature product), nursery essentials, toys and gifting, including amber necklaces and Honeysticks beeswax crayons, which are brand-core. Sheepskins and the mushroom lamp drive discovery.	OK Change
C3	Wholesale	A curated B2B range supplied to boutiques and department stores in NZ, Australia and internationally including the US. The buyer wants credentials that survive scrutiny and a story their customers will trust.	OK Change
C4	Care	Skincare: massage oils, wash and care products, botanical balms. Naturally derived ingredients, made to be gentle for baby and parent.	OK Change
C5	Wear	Everyday organic clothing for babies: bodysuits, rompers, tops, bottoms, layers and outerwear in merino, organic cotton and linen. Classic, timeless styles from newborn through the early years. Organic cotton pieces are GOTS certified (licence CU 862149). Hero products: cotton long sleeve bodysuits, drawstring pants, merino essentials.	OK Change

Who we're writing for

#	Item	What we have	Your call
D1	Problem-Led Researchers	Underserved parents searching from a specific problem: eczema and sensitive skin, premature babies, reflux, and sleep and TOG guidance. They arrive through questions, not the brand; content should meet them with practical, calm answers.	OK Change
D2	The Knowing Mother	Early majority. Has already formed her view; needs effortless discovery and a confident voice that confirms her judgement. Gives Nature Baby as a gift with confidence.	OK Change
D3	The Conscious Steward	Innovator. "I pride myself on shopping to my values." Deeply informed, detects greenwashing instantly. Wants quantified impact, full-supply-chain GOTS proof, and honesty about the tension between ethics and aspiration. Recommends with authority.	OK Change
D4	A Beautiful Life	Early adopter. "I want to live well, look good, and style my home and baby with beautiful, quality pieces that aren't in conflict." Beauty and ethics together, never traded. Interiors-led visuals, editorial storytelling, gifting as the entry point. The persona with the most upside, in the client's own assessment.	OK Change
D5	The Community Seeker	Early adopter. "I used to define myself by my job. Now I define myself as a parent." In a major life transition and open to new loyalties; reached through people, peer recommendation and The Journey community more than through content.	OK Change
D6	The Neighbourhood Mother	Late majority. Chooses at the shelf in physical retail, does not follow the brand online, gives Nature Baby at the baby shower. Quiet but real volume.	OK Change

Competitors

#	Item	What we have	Your call
E1	Who we measure you against	The brands we measure you against in search and AI answers, drawn from your brand matrix and from who shows up against you. We never link to any of them, and we only name one in content with your OK. Are they the right eight, is anyone missing, and is there anyone you'd rather we never named? Purebaby (purebaby.com.au) Jamie Kay (jamiekay.com) ErgoPouch (ergopouch.com.au) Bonds Baby (bonds.com.au) Huxbaby (huxbaby.com) Snuggle Hunny (snugglehunnykids.com.au) Seed Heritage Kids (seedheritage.com) Country Road Kids (countryroad.com.au)	OK Change

Markets

#	Item	What we have	Your call
M1	Primary market	Australia	OK Change
M2	Secondary markets	New Zealand	OK Change
M3	How we treat them	Australia is your priority growth market and our research starts there. New Zealand is your home market. One store serves both sites, so everything we write is region-neutral, in Australian and New Zealand English, and only the links change from site to site. Your US, UK, EU and Hong Kong stores sit outside this work.	OK Change

Content we'll write

#	Item	What we have	Your call
G1	Informational article	An educational, answer-first article that clearly explains a topic for readers researching it.	OK Change
G2	Thought leadership	An opinionated, insight-led piece that takes a clear point of view backed by the brand's expertise.	OK Change
G3	Listicle	A ranked or curated list of tools/options/tips (e.g. 'best X tools'), scannable and comparison-friendly.	OK Change
G4	Comparison	A head-to-head comparison (X vs Y, or X vs alternatives) that helps the reader choose.	OK Change
G5	Product Buying Guides	Curated, editorially styled guides helping parents and gift-givers navigate product choices for specific milestones or occasions such as newborn essentials or baby showers.	OK Change
G6	Seasonal Campaign Content	Campaign-driven content tied to seasons or occasions such as summer sunhat guides or winter activity ideas, combining product discovery with lifestyle storytelling.	OK Change
G7	Community and Partnership Features	Collaborative content featuring partner brands, community events, or real families from within the Nature Baby community, reinforcing authenticity and shared values.	OK Change
G8	Journal Articles	Long-form editorial content exploring parenting, materials and how they're made, seasonal living and baby care, designed to build community and brand trust rather than sell directly.	OK Change

Your company facts

The facts we hold that your Brand Kit doesn't already carry. We'll state these exactly as written, in your content and in the structured data search engines and AI assistants read. Tick OK, or choose Change.

Name and websites

#	Item	What we have	Your call
F1	Your name	Nature Baby, two words.	OK Change
F3	Your social profiles	Instagram @naturebabynz, Facebook /naturebabycommunity and Pinterest @naturebabynz.	OK Change

Proof

#	Item	What we have	Your call
F16	Fibre facts	Stated exactly as your product pages do, where accurate and within the certification's scope: 100% organic cotton; 95% organic cotton, 5% elastane; 100% organic merino wool; ZQ accredited wool, where it applies. Which certification covers the merino is part of question Q12.	OK Change

Open questions

The things only you can tell us. Type your answer, or attach a file where it's easier (a certificate, a policy, a headshot). Skip anything you don't know yet: we won't state it until you tell us.

Your company

#	Question	What we need	Your answer
Q1	Your registered companyJacob	The exact legal name as it appears on the NZ Companies Office register, with the register link. We use it in your structured data and never show it on this page.	Attach a file (up to 10 MB):
Q2	Your Australian companyJacob	The registered name of the Australian entity and how it relates to the New Zealand company, and the same for the US. This shapes how the public records connect.	Attach a file (up to 10 MB):
Q3	FoundersJacob	Who founded Nature Baby with you, and how should each founder be named publicly? Is "co-founder and CEO" right for you?
Q4	Your one-line descriptionJacob	Our draft, for anywhere that needs under 255 characters: "Nature Baby is a New Zealand company, founded in Auckland in 1998, making organic essentials for babies, from GOTS certified organic cotton clothing to sleepwear, skincare and nursery goods, sold in New Zealand, Australia and beyond." OK, or what would you change?
Q5	Your official websiteClaudia	For public records, which address is your official website: naturebaby.com, naturebaby.co.nz or naturebaby.com.au?
Q6	Names we never writeClaudia	Any versions of your name we should never use, for example NatureBaby as one word, or Nature Baby Store?

Contact and stores

#	Question	What we need	Your answer
Q7	Your storesBritt	The exact current list, with the suburb for each. We have Grey Lynn, Wellington and Christchurch in New Zealand, and three in Australia.
Q8	Head office addressBritt	One locked version of your head office address, worded exactly as it should appear in your site footer, structured data and product feeds.
Q9	Public phone and emailBritt	The customer phone number and email you're happy to publish.
Q10	Other profilesBritt	Any official profiles beyond Instagram, Facebook and Pinterest, such as YouTube, TikTok or LinkedIn, with the exact handle.
Q11	WikidataBritt	There's no Nature Baby entry on Wikidata yet. Your team set up a Wikidata account in May: do you have that login? We'll build the entry properly once this page is back.

Proof

#	Question	What we need	Your answer
Q12	Your GOTS certificateClaudia	A copy of the current certificate, and does licence CU 862149 cover your full textile range or a product schedule? If there's a schedule, please attach it. Lambskin, amber, the mushroom lamp, the crayons and skincare sit outside GOTS, so we never apply it to them.	Attach a file (up to 10 MB):
Q13	Worn by up to eight childrenClaudia	Your EU guide asks for the evidence behind this before it's used. Until we have it, we'll say your pieces are made to be passed on, without the number. Is there evidence we can hold on file?	Attach a file (up to 10 MB):
Q14	"Free from harmful chemicals"Claudia	Your EU guide flags this as an absolute claim. What wording should we use instead? Until you say, we leave it out.
Q15	Water and carbon figuresClaudia	The "up to 91% less water" and "up to 46% less carbon" figures: what's the source, year and scope? Without them, we don't use the figures.	Attach a file (up to 10 MB):
Q16	Your EU claims reviewClaudia	Has your external review landed? If so, please attach the approved claims or your claims register, and we'll write to it in everything we write for you.	Attach a file (up to 10 MB):
Q17	Your taglinesClaudia	Are all three taglines still in use? With the EU guide in mind, should "Best for baby, people and planet" stay in content?
Q18	AwardsClaudia	Any awards worth recording, with the year, the awarding body and a link to the winners page or press coverage.	Attach a file (up to 10 MB):

People

#	Question	What we need	Your answer
Q19	Bios and headshotsClaudia	A short bio and a headshot for Jacob, Isobel and you, since content will carry your names. And who on the team knows merino, textiles or skincare well enough to be credited?	Attach a file (up to 10 MB):

Red lines

#	Question	What we need	Your answer
Q20	Anything we should never sayJacob	Names not to publish, numbers not to share, history not to bring up, phrasings you dislike. We honour this list in everything we write.