Brand Tone

Inspirational, Therapeutic, Educational, Encouraging, Authentic, Mindful

Brand Values

• •Beauty in Imperfection
• •Resilience and Healing
• •Sustainability and Anti-disposability
• •Mindfulness and Creativity
• •Authenticity

Best Practices

• •Lead with Philosophy: Always connect the physical product to its deeper meaning. Start with the "why" (embracing imperfection, healing) before diving into the "what" (the repair kit).
• •Use Metaphorical Language: Consistently use words like "healing," "resilience," "journey," "story," and "transformation." Frame the repair process as a metaphor for personal growth.
• •Maintain a Supportive and Gentle Tone: Avoid aggressive sales language. Use encouraging, calm, and reassuring words. The tone should feel like a patient teacher or a supportive friend.
• •Showcase, Don't Just Tell: Prioritize user-generated content and testimonials. Stories from real customers who have found meaning in the process are your most powerful marketing tool. Let their authentic experiences validate the brand's values.
• •Be Consistent Across Platforms, but Adapt the Format: While the core message of healing and beauty in imperfection should be everywhere, tailor the delivery. Use short, poetic captions on Instagram; satisfying, quick videos on TikTok; and more detailed, story-driven posts on Facebook and the blog.

Social Perception

A niche but highly meaningful brand, universally perceived as positive, associated with creativity, healing, and mindfulness. It is seen as a therapeutic tool, a provider of high-quality and legitimate Kintsugi kits, and a source for thoughtful, unique gifts.

Copy Examples

• •Instagram Post: "Not broken. More beautiful. Your story is in the seams. Our Kintsugi kit doesn't just repair what's broken; it transforms it. Embrace the journey of mending and discover the beauty in your history. Ready to create your own masterpiece? Tap to shop. #ArtKintsugi #BeautyInBrokenness #Kintsugi #MindfulArt #DIYHealing"
• •Facebook Ad: "Don't Throw It Away. Transform It. That favorite mug, that inherited plate... some things are too precious to lose. Kintsugi is the Japanese art of repairing broken pottery with gold, celebrating its scars as a beautiful part of its story. Our all-in-one kit makes the process simple, meditative, and deeply rewarding. Give your cherished items a new life. Learn More"
• •TikTok Video Concept: "From broken... to beautiful. ✨ The ultimate glow-up. ✨ #kintsugi #diy #asmr #satisfying #crafts #healingjourney"
• •Email Subject Line: "Broken is the beginning of beautiful"
• •Website Homepage Headline: "Mend What's Broken. Create Something Beautiful. The Japanese art of Kintsugi delivered to your door. Our DIY kits have everything you need to transform broken pieces into unique works of art."