Brand Tone

Friendly and Approachable, Cute and Whimsical, Passionate and Sincere, Inclusive and Proud, Humble and Authentic, Slightly Playful

Brand Values

• •Creativity and Design
• •Quality
• •Love and Care
• •Independence and Small Business Support
• •Inclusivity
• •Comfort and Joy

Best Practices

• •Always Start with Warmth: Consistently use friendly and inviting greetings like "Hej!" or "Hello, lovely friends!" to reinforce the approachable, Swedish-inspired nature of the brand.
• •Strategic Emoji Use: Continue using the signature 🤎 emoji along with other contextually cute, whimsical, or celebratory emojis (e.g., ✨, 💖, 🧸, product-relevant icons) to maintain visual and emotional consistency.
• •Weave in Core Values Naturally: Regularly and authentically incorporate phrases that highlight the brand's identity as "queer-owned," "small and independent," items being "made with love," and the "Soft, Sweet, Swedish" ethos. This builds brand character and connection.
• •Maintain a Personal, Relatable Voice: Share occasional insights into the team (Ida and Caro) or the creative journey. This humanizes the brand, making it feel more like a personal venture that customers are part of, rather than a faceless company.
• •Subtly Connect to the "Fika" Essence: Even when not directly discussing the tradition, aim to evoke the feeling of fika—comfort, joy, a delightful pause, warmth, sweetness, and connection—in product descriptions and broader communications. This reinforces the brand name's emotional resonance.

Social Perception

Overwhelmingly Positive, Celebrated for Cuteness, Recognized for Quality, Appreciation for Small Business Values, Trustworthy Brand, Community Connection

Copy Examples

• •Hej, sweet friends! 🤎 Prepare for a cuddle alert! Our newest pal has officially joined the AfternoonFika family, designed with oodles of love here in Sweden. Meet [Plushie Name], the [e.g., dreamiest dino explorer]! ✨ They’re incredibly soft, irresistibly sweet, and ready for cozy fika moments. Adopt yours and support our little queer-owned adventure! #AfternoonFika #PlushCollector #NewArrival #CuteAndCuddly #SwedishDesign
• •Add a touch of AfternoonFika charm to your day! 🌟 Our 'Woodland Wonders' enamel pin collection is filled with darling, durable pins, each sketched by Ida with a hint of Swedish magic. Perfect for your favourite jacket, backpack, or pinboard. Crafted with love, for those tiny sparks of joy. 🍂🦊 #AfternoonFikaPins #CuteAccessories #MadeInSweden #SupportSmallBusiness
• •Just a small queer team in Sweden, lovingly crafting every plushie and sticker. 🇸🇪 Every bit of your support for AfternoonFika allows us to keep creating soft, sweet, and joyful things for you. Thank you for being such a wonderful part of our fika circle! 🤎 #QueerOwnedBusiness #SmallBiz #IndieDesign #AfternoonFika
• •It’s the little things that make a big difference! 🧵 From the initial spark of an idea to the final loving touch, each AfternoonFika creation is brought to life with immense care and a dedication to quality. We believe in making friends that last and bring smiles for years. That's our 'made with love' promise to you. 💖 #QualityPlush #AttentionToDetail #AfternoonFikaValues #HandcraftedJoy
• •In a busy world, we all need our ‘AfternoonFika’ moments. ☕🧸 While our plush pals might not serve pastries, they're champions of comfort and providing that sweet, gentle pause. Snuggle up with your favourite cuddly companion, enjoy a warm drink, and let the world drift by for a moment. That’s the heart of fika, wrapped in fluff! How do you create your fika moments? #MyFika #MindfulLiving #AfternoonFikaJoy #CuddleTime #SwedishInspiredComfort