Brand Tone

Elegant & Minimalist, Inspiring & Aspirational, Quality-focused & Detailed, Professional yet Approachable

Brand Values

• •Quality Craftsmanship
• •American-Made
• •Thoughtful Design
• •Sustainability & Impact
• •Inspiration & Organization

Best Practices

• •Emphasize Quality and Craftsmanship: Consistently use language that reflects the premium nature of the materials and the care taken in production (e.g., "finest quality," "responsibly sourced," "thoughtfully designed").
• •Maintain an Elegant and Minimalist Voice: Keep language clear, concise, and sophisticated. Avoid overly casual slang or overly technical jargon. Focus on the beauty in simplicity.
• •Inspire Action and Creativity: Use words that evoke a sense of purpose, organization, and the joy of putting pen to paper (e.g., "spark creativity," "organize your life," "beautiful work").
• •Highlight "American-Made" and Sustainability: Subtly weave in these core values where appropriate, reinforcing the brand's commitment and ethical stance without being preachy.
• •Speak to the User's Aspirations: Connect the products to the user's desire for a more organized, productive, and aesthetically pleasing work life. Focus on the benefits of using beautiful, functional tools.

Social Perception

Positive: Customers generally hold Appointed in high regard, frequently praising the quality, design, and aesthetic of the products. They are seen as a provider of premium, well-made stationery. Valued for Quality and Aesthetics: Users appreciate the tactile experience, paper quality, and minimalist design. Gift-Worthy: Products are often purchased as gifts, indicating a perception of luxury and thoughtfulness. Price Consideration: While considered high-quality, the price point is sometimes noted as being on the higher side, though many feel the value justifies the cost. Aspiring/Professional Image: The brand appeals to those who value organization, productivity, and a refined workspace.

Copy Examples

• •Headline: Elevate Your Everyday. Body: Discover American-made tools designed for thought and engineered for performance. Appointed notebooks and planners: where quality meets inspiration. Call to Action: Shop the Collection
• •Headline: The Art of Intentional Living. Body: From big plans to daily details, find clarity and cultivate creativity with our thoughtfully designed paper goods. Crafted with sustainable materials, for a beautiful impact. Call to Action: Find Your Perfect Planner
• •Headline: More Than Just a Notebook. It’s a Workspace. Body: Experience the satisfaction of premium paper and considered design. Appointed empowers you to do your best work, beautifully. Call to Action: Explore Desktop Essentials
• •Headline: Crafted for Your Ideas. Body: Every Appointed product is a testament to quality, made in America with an unwavering eye for detail. Because the tools you use matter. Call to Action: Discover Our Story
• •Headline: Inspire Your Next Chapter. Body: With elegant design and exceptional materials, Appointed journals and planners are the perfect companions for your thoughts, goals, and dreams. Call to Action: Personalize Your Notebook