Who is Tullabee?
A children’s clothing boutique serving curated cuteness for babies, toddlers, pets and those that love and care for them.
The Tullabee Mission
From the everyday mom to extended family and friends: the Tullabee experience is designed to create a seamless, helpful, and enjoyable experience from the youngest to the young at heart.
Our Values
To serve our guests with compassion and understand how they want to shop.
To create a boutique experience that's fun, welcoming and helpful.
To invite our guests to be endlessly creative and charitable.
To make the world a better place and encourage the youngest to do the same.
Who is Tullabee?
ME: Hi, I’m Kate. I’m 32 years old and mom to our 2-year old daughter Tulla and our beagle Bee (short for Beyoncé, our very own queen Bee), they are the center of our world!
OCCUPATION: I am an event planner. I own my own company where I get to be creative, social, and set my own hours.
WHERE YOU LIVE: Just outside of Charleston, SC. We used to vacation here when I was a kid and I had always dreamed of living here. As a family we fill our weekends with trips to Folly Beach and mandatory ice cream stops at Park Circle.
DESCRIBE YOURSELF: I’m adventurous, social, faith-full, and family-first!
Like most millennial moms, I am always balancing work, family and everything in between. And then there’s Tulla — our little ray of sunshine and the one that made me a mama. She is happy, curious and loves her puppy, Bee. Play time, snuggles, bedtime stories, and dance parties are a few of our favorite things!
DESCRIBE YOUR STYLE AS A NEW MOM: Comfy, cool and effortless — I love a good mama & me twinning moment — we will be a matched set until the day she refuses — I still have a few good years!
WHAT DO YOU WANT YOUR CHILD TO BE WHEN THEY GROW UP? KIND.
WHAT ARE YOU PASSIONATE ABOUT? Living a life of gratitude. As parents, it’s our job to teach our little ones to be generous to those in need from the start. To teach that you’re never too young to change the world and show them what that looks like.
WHO INSPIRES YOU? My mom — she epitomizes love, patience and selflessness. I often pray that I can be as good a mom as she has always been to me.
WHAT IS YOUR MANTRA? Of all the things my hands have held, the best by far is you.
The Tullabee Brand
We provide high quality and highly adorable items within an inviting, fun and engaging boutique experience.
From our signature clothing and gift items for babies and toddlers, to our beloved Tullabee Pets collection, we serve our guests and those they love with curated items they can trust.
Logo
The Tullabee logo perfectly captures child-like whimsy — it has an artist’s flair and relays the idea of the rising sun to remind us as parents to relish in every day and every tender moment with our little ones.
Logo use: All use of the Tullabee logo must hold to the color palette with Spruce representing our darkest color and Linen representing our lightest color. Keeping white space around the logo will ensure legibility, while promoting the fresh sensibility of the brand.
Logo mark use: Use as single icon or as a repeat pattern to relay a memorable brand element across all applications.
Logo Marks
The Tullabee logo marks help us bring the elements of the sun and rainbow into small artistic elements within the brand.
Logo marks without the Tullabee word mark may be used when size prohibits legibility.
TAGLINES you 're never too you ng to ch an ge the world curated cuten ess for sizes 0- 5 T it takes a vill age
Accen t Fon t
Primary font for longer headings
Secondary font for body copy, sub-headings, and call to actions.
Oran ges an d Lemon s Script
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
TITLE CASE ONLY | 32PT+ | < 0PT >
To be used as the recognizable brand font, but used sparingly for headlines, and never for subheadings or body copy.
MADE Mirage Medium
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
TITLE CASE ONLY | 15PT+ | < 25PT+ >
To be used as the font for all headline copy not occupied by the brand’s accent font.
calls to action
Trenda Semibold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
BODY: TITLE CASE | SUBHEADING: ALL CAPS 13PT+ | < 15PT >
To keep the Altar’d State brands consistent, this font should be used for all subheading, body, and call to action text.
Typograp hy
COMPLIMENTARY COLOR
MARIGOLD is used for secondary text and throughout main branding elements.
HEX: cb9866. PMS: 480.
NEUTRAL COLOR
SOFT BLUSH acts as a light neutral to broaden the rainbow aesthetic of this palette. It can also be used as a background color to increase interest.
HEX: f4d5c6. PMS: 692.
NEUTRAL COLOR
SWEET PEA acts as a light neutral to broaden the rainbow aesthetic of this palette. It can also be used as a background color to increase interest.
HEX: dce5e1. PMS: 642.
ACCENT COLOR
STREAM acts as a fun accent or element color and it coordinates well with Sweet Pea and Spruce. It should be used sparingly and not as a text or background color.
HEX c2cdca. PMS: 441.
DARK NEUTRAL COLOR
ACCENT COLOR
PEACH acts as a fun accent or element color — it coordinates well with our neutral and bold main colors, soft blush and coral. It should be used sparingly and not as a text or background color.
HEX ecbf9d. PMS: 7520.
BOLD MAIN COLOR
CORAL is our main brand color, it is memorable and easily recognizable and can be used for secondary text, calls to action, and throughout main branding elements. HEX: e69d8c. PMS: 494.
LIGHT NEUTRAL COLOR
LINEN is used as our ‘white’ for background colors both digitally and in print. It helps to provide a baseline neutral and acts as the bottom tier of the rainbow. HEX: f8f1ee. PMS: 663.
SPRUCE is used as our ‘black’ for text color and the main logo text. It helps the brand feel soft and subtle and is the perfect balance between the masculine and feminine sides of the palette. HEX: 46514E. PMS: 5545.
ACCENT COLOR
ROSE acts as an accent or element color because it coordinates well with our two main colors, Spruce and Linen. It should be used sparingly and not as a text or background color.
HEX e0c7c2. PMS: 2473.
Color Pal ett e the intersection of curated and cute Cor R e L Pea
BlSofth
Marigold Spruce Sw t Pea
Stream
Online Image Guidelines
To ensure consistency across all touchpoints, all images are to be shot on Linen colored seamless backdrop.
All images must be viewed at the highest quality, shot on the linen backdrop, flat lays or on-figure when possible. Seven image content slots are available to include campaign, video, UGC, and ambassador content.
Campaign Image Guidelines
Candid and of the moment. Babies and toddlers caught in sweet, curious, silly and snuggly moments that feel relatable to the everyday mom. The environment should fit the moment and our natural brand aesthetic: the outdoors, a picnic, playtime, inside cuddle time with mama and the new puppy.
Avoid complicated sets or over-styled environments that feel forced and focus more on featuring the product truthfully and in the best light.
In keeping with brand consistency, all images must be viewed at the highest quality and there is limited to no retouching of models.
The Tullabee Voice
Our guest is the everyday millennial mom and the village that supports her.
Her tone is candid, lighthearted, playful, and occasionally sassy when appropriate. Understanding the pressures and joys of raising little ones, she keeps her words conversational and uplifting.
She is the relatable mom you call for advice with zero fear of judgment. The one who makes our world go ‘round — she is our everything.
Baby & Toddler Apparel + Accessories
Our items are hand-selected for quality, cuteness and thoughtful details to make our guest's little ones stand out.
Our apparel lines range from boho to on-trend styles moms want. We carry everything from sleepwear to dress-up and all things in between. There’s something for everyone, and you will always find something unexpected and unique you can't live without!
Mama + Me
Apparel for the perfect match-up. Whether capturing a special moment to share with family or friends, or just relaxing at home, our Mama + Me apparel creates special bonding moments between mama and her little ones.
Be
Our mission is to serve the world’s children; and to serve the world itself. When possible, Tullabee selects ethically sourced items to promote sustainability and a love for the planet.
kind to your Mother — Earth.
Play
Creativity without boundaries. Thoughtfully selected blankets, books, journals, plushies and toys that will encourage tactile and creative moments of exploration for your little one. Everything babies and toddlers need for snuggle, play, bonding and nurturing time.
FINAL:
Suniconcreatedwithavectorwatercolorbrush editedtobecomepetnose.Pairedwithsameexpressivehand-letteringtodenote‘pets’sub-brand.
Suniconcreatedwithavectorwatercolorbrush editedtobecomepetnose.Pairedwithsameexpressivehand-letteringtodenote‘pets’sub-brand.
FINAL:
main logo
alternative logo + icon
FINAL:
Sun icon created with a vector watercolor brush edited to become pet nose. Paired with same expressive hand-lettering to denote ‘pets’ sub-brand
Because fur-babies deserve cute, quality items too!
Witty pet apparel, accessories and toys plus our specialty Mini & Mutt collection that includes hand-selected matching items for every family member to show-off their pet pride.
The Tullabee Guest...
MILLENNIAL MOM
CONNECTED
CONSCIENTIOUS
DEVOTED
THOUGHTFUL
INTENTIONAL
COMPASSIONATE
SELF-SACRIFICING
ANIMAL LOVER HERO
ENGAGING
Tullabee is not...
BORING
BASIC
COMPLICATED
IMAGINATIVE NURTURING
OFF-PUTTING
TYPICAL
WHIMSICAL CURATED
PUSHY SERIOUS
MASS-PRODUCED
Tullabee is... FUN CUTE EASY
Communication Strategy
Our guest is savvy and is looking for a streamlined, uncomplicated, boutique experience whether shopping in-store or online.
To reach our millennial mom, we incorporate the use of influencers and user-generated content to promote our new collections and launches.
By sharing the content online and through targeted social channels, we consistently invite our guests to connect and be a part of the Tullabee experience.
TULLABEE SOCIAL TOUCHPOINTS
Our social media channels include Instagram, Facebook, TikTok, Pinterest and YouTube. The relatable content we create is consistent with our brand direction and encourages the socially connected moms to share and create content within her community.
Tullabee Digital Touchpoints
Featuring the cutest looks for every moment. The Tullabee website and emails are updated consistently to showcase new arrivals, trending collections and best sellers to keep the most stylish mamas and babies well informed.
Our Village pages provide helpful and engaging content and resources relevant to young moms. We strive to provide a digital experience that goes beyond product offerings and becomes her place to shop, share and experience motherhood.
Tullabee Store Touchpoints
The Tullabee store windows update four times per year to reflect the latest seasonal campaign and showcase new arrivals.
The floor updates bimonthly to register newness and shift product focus to new seasonal items or trend shops.
Our windows and store experience consistently reflect whimsy and the essence of a child's imagination. Each store, while part of the greater Tullabee mission, is a thoughtfully designed mini-masterpiece with the goal to delight both child and parent.
Brand Filters
Is it cute?
Does it evoke emotion?
Does it spark creativity?
Does it make their life easier?
Does it pass the ‘mama test’?
(thoughtful, eco-friendly, safe, easy, unique)
Will they love it?
(mom, child, gift giver)
Is there a better way of doing it?
Are we proud of it?
You’re nevertooyoung to changethe world
stand out. for good
Giving back—it's not just what we do. But who we are.
Locally and within the communities we call home, we partner seasonally with local non-profits who provide relief, compassion, and love to our neighbors and their children who find themselves in need. With over 4,000 partners and counting, these efforts leave a positive impact across the United States.
Globally, we partner with several non-profits who educate, train and uplift children of third world countries to ensure a bright future and promise of a healthier tomorrow. These organizations provide schools and housing, build clean water sources, and teach communities how to lead safer and more sustainable lives for themselves and for future generations. stand out. for children
it takes a village . . .
