Brand Tone

Warm, Affective, Creative, and Personal

Brand Values

• •Handmade Craftsmanship & Quality
• •Affection & Care
• •Creativity & Exclusivity
• •Personal Connection
• •Joy & Inspiration

Best Practices

• •Embrace "Affective Language": Consistently use words that evoke warmth, care, love, and personal connection (e.g., "carinho," "amor," "afeto," "especial," "feito à mão com amor" - "affection," "love," "special," "handmade with love").
• •Tell Your Story (and Your Customers'): Share the "why" behind Physalis Estúdio, the passion of Carol and Mari, and how the products are made. Encourage user-generated content that reflects how customers use and feel about the products, weaving their stories into your narrative.
• •Be Approachable and Friendly: Use a conversational and inviting tone. Direct address ("you," "your") and welcoming phrases (like their "Oie!") make the brand feel like a friend.
• •Highlight the "Handmade" and "Creative" Aspects: Continuously emphasize the artisanal quality, the exclusive designs, and the possibility of personalization. This reinforces the uniqueness and special nature of the products.
• •Focus on the Experience, Not Just the Product: Describe how the products make life more colorful, organized, and inspiring. Connect the act of using their stationery with positive emotions and a more enchanting daily experience.

Social Perception

Customers perceive Physalis Estúdio very positively. Reviews and testimonials frequently mention the beauty, quality, and uniqueness of the products, the care, attention, and love put into both the products and the customer service and the brand successfully conveys its "affective" and handmade nature.

Copy Examples

• •Instagram Post (New Notebook Collection): "Wrap your thoughts in a hug 🤗✨ Our new collection of handmade notebooks has arrived, blooming with exclusive prints and crafted with all the affection you deserve. Each page is an invitation to create, dream, and organize your days with more color and inspiration. Which one will tell your next story? #PhysalisEstudio #PapelariaAfetiva #FeitoComAmor #CadernoArtesanal #Criatividade"
• •Website Banner (Personalized Gifts): "Give More Than a Gift, Give Affection. ❤️ Explore our personalized treasures, made by hand, especially for those you love. Because the best memories are written with heart. Customize yours today! #PresentesAfetivos #HandmadeWithLove #PhysalisEstudio"
• •Facebook Ad (Planner Promotion): "Ready to plan a year full of magic? ✨ Our 2025 Planners are more than just dates and tasks; they're companions for your journey, filled with inspiring details and designed to bring joy to your routine. Handcrafted with care, because every day deserves to be special. Get yours and let the creativity flow! #PlannerLove #OrganizeComAfeto #PhysalisEstudioCriativo #HandmadeStationery"
• •Email Newsletter (Highlighting Craftsmanship): "From Our Hands to Yours, With Love 💌 At Physalis Estúdio, every stitch, every fold, every detail matters. We believe in the power of handmade, transforming simple materials into unique pieces that carry a piece of our hearts. Discover the passion behind our affective stationery. [Link to Blog Post/Video about the process] #Artesanal #ComCarinho #ExclusividadePhysalis"
• •Product Description (for a specific notebook): "Meet the 'Serene Garden' Notebook 🌿 – where your ideas can blossom. Lovingly handcrafted with an exclusive floral print by Mari, this notebook isn't just a place to write; it's a little piece of art to carry with you. With [Number] pages of smooth [Paper Type] paper, it’s perfect for journaling, sketching, or planning your dreams. Let its affection inspire your day! #HandmadeNotebook #CreativeStationery #PhysalisEstudio"