Brand Tone

Whimsical, Passionate, and Authentic

Brand Values

• •Originality and Artistry
• •Quality Craftsmanship
• •Joy in Celebration
• •Inspiration from Nature and Nostalgia
• •Continuous Learning and Experimentation

Best Practices

• •Lead with "Whimsical" and "Quirky": Always use descriptive, slightly playful language. Words like "quirky," "whimsical," "charming," "hand-drawn," and "playful" should be staples in your vocabulary to reflect the brand's core style.
• •Tell the Story Behind the Design: Connect every product back to its inspiration. Whether it's nature, a vintage find, or a childhood memory, sharing the "why" reinforces the brand's authenticity and artistic value.
• •Emphasize "Handcrafted" and "Original": Consistently remind the audience that every item is born from original artwork and is physically handcrafted. Use phrases like "designed and handcrafted," "original illustration," and "made with love in Canada" to highlight quality and artistry.
• •Focus on Celebration and Joy: Frame the products as tools for happiness. Write copy that speaks to the customer's special moments—birthdays, weddings, and everyday wins. The goal is to associate the brand with positive, celebratory emotions.
• •Maintain a Passionate, First-Person Voice: Write as Ashley would speak—with passion and joy for the craft. Use "we" or "I" to create a direct connection with the audience. Share excitement about new techniques or the satisfaction of seeing a design come to life, reinforcing the "constant learner" value.

Social Perception

The public perception of Ashley Lotecki Design is that of a talented, multi-disciplinary artist and maker. Interviews and features portray her as a dedicated craftsperson with a long history in design, from sewing at age four to earning a master's degree in fashion. She is seen as an expert in her field, with experience in illustration, pattern design, and even costume and footwear design for major brands. Mentions from other businesses, like Forks Trading Company, highlight her as a "Maker" and praise her unique, whimsical, and brightly colored artwork. The overall perception is that of a creative, authentic, and skilled independent designer.

Copy Examples

• •Let your celebration bloom! Our newest wildflower cake topper is designed to add a touch of hand-drawn whimsy to your most special moments. Each piece starts as a sketch, inspired by prairie blossoms and crafted with love.
• •More than just a cake topper—it's a keepsake. Our 'Happily Ever After' design features original hand-lettering, laser-cut from high-quality materials to become a cherished memento of your big day. Celebrate your story with art that lasts.
• •Carry a little bit of quirky. From whimsical moths to our favorite bison, our illustrated tote bags are made for daily adventures. Original art, screen-printed with care in Canada.
• •Hello from the studio! The joy of design is in the process—taking a spark of an idea, inspired by a childhood memory or a walk in nature, and turning it into something beautiful. This month, we're experimenting with new neon inks, and we can't wait to show you what we create!
• •The 'Yay' Cake Topper. Because some moments call for a simple, joyful shout! This quirky, hand-lettered topper is perfect for birthdays, graduations, or any day worth celebrating. Designed and handcrafted in our Canadian studio, it’s a little piece of happiness for your cake.