Brand Tone

Whimsical, Witty, and Heartfelt.

Brand Values

• •Joy and Connection
• •Creativity and Originality
• •Quality Craftsmanship
• •Passion-Driven

Best Practices

• •Lead with Charm: Whether writing a caption, product description, or email, always start with the brand's signature whimsical and friendly voice. Use puns and lighthearted humor where appropriate.
• •Tell the Story: Casually weave in the brand's values. Mention the hand-drawn nature of the designs, the high-quality paper, or the simple mission of making people smile. This reinforces the brand's identity.
• •Keep it Positive and Sincere: The humor should always be good-natured. The underlying message, especially for cards dealing with emotional topics like sympathy or encouragement, must be genuine and heartfelt.
• •Focus on the "Why": Don't just sell a card; sell the moment it creates. Frame the copy around the action of "sending a smile," "sharing a laugh," or "letting someone know you care."
• •Maintain Visual and Verbal Consistency: Ensure the tone of the copy always matches the visual style of the illustration it accompanies. A quirky illustration should have witty copy, while a simple, sweet design should have more gentle and heartfelt text.

Social Perception

Apartment 2 Cards is perceived as a high-quality, charming, and reliable independent stationer. Customers see the brand as a source of fun, unique, and well-made cards. Retailers view the brand as a best-selling and dependable partner, valuing its appealing designs and professionalism.

Copy Examples

• •Don't just get older, get weirder. Happy Birthday to someone who's not afraid to be the life of the party.
• •A little bit of paper, a whole lot of gratitude. Our new Thank You cards are here to help you share the love. Because a text is nice, but a card is a keepsake.
• •Just a little note to say I’m in your corner. No matter what, you’ve got this (and you’ve got me).
• •Get Your Jollies! 20% Off All Holiday Cards. This year, send a smile. Our holiday collection is designed to deliver cheer, one hand-drawn, witty, and wonderful card at a time.
• •Don't just write it, stick it! Add a pop of personality to your laptop, water bottle, or notebook with our durable, delightful vinyl stickers.