Brand Tone

Nostalgic, Gentle, and Heartfelt

Brand Values

• •Cherishing Memories
• •Personal Connection
• •Sustainability and Care
• •Artisanal Craftsmanship
• •Simplicity and Beauty

Best Practices

• •Always Use a Gentle, Personal Voice: Address the customer as a friend. Use "you" and "we" to create a direct, intimate connection. Avoid overly corporate or sales-heavy language.
• •Lead with Emotion, Support with Detail: Start your copy by evoking a feeling (nostalgia, warmth, love). Then, follow up with the practical details, such as product material, size, and its sustainable qualities.
• •Incorporate the "Wink to the Past": Consistently weave in words and phrases related to memory, nostalgia, history, and time (e.g., "cherish," "remember," "timeless," "story," "vintage-inspired").
• •Highlight the "Why," Not Just the "What": Instead of just saying "Greeting Card," explain *why* it's special: "A card to hold on to," "For words that matter." Connect every product back to the core value of meaningful connection.
• •Emphasize Sustainability and Care: Regularly and proudly mention the use of eco-friendly materials and the love that goes into the creation process. This is a key differentiator and reinforces the brand's values, justifying its premium, artisanal positioning.

Social Perception

The public perception of Atelier Melodie is that of a charming, high-quality artisanal brand with a soul. It is seen as a personal project driven by passion, which resonates with consumers looking for authentic and unique products. The "Made in Belgium" identity strengthens its appeal to a local and conscientious customer base. The focus on sustainability is a significant positive attribute, aligning the brand with modern consumer values. It is perceived not just as a shop, but as a purveyor of thoughtful gifts and personal treasures.

Copy Examples

• •Remember the scent of old books and the rustle of turning a photo album page? We've captured that feeling in our new collection. Each card is a little 'wink to the past,' designed with love to carry your most heartfelt messages. Because some words are meant to be kept forever.
• •Headline: More Than Just Paper. Moments to Be Cherished. Sub-headline: Discover our collection of nostalgic stationery, crafted with love and a thought for the environment. Send a memory, a smile, a piece of your heart.
• •Title: The 2026 'Slow Moments' Planner. Copy: In a world that rushes, find your gentle pace. Our 'Slow Moments' planner isn't just for scheduling appointments; it's a space to note down daydreams, press a flower between the pages, and remember the beauty of an ordinary Tuesday. With a vintage-inspired cover and eco-friendly paper, it ’s your quiet corner for the year ahead.
• •Subject: A little warmth for your autumn notes. Body: Hello [Name], as the leaves begin to turn, it's the perfect time to slow down and reconnect. Whether it's a thoughtful 'thinking of you' or a birthday wish, our nostalgic cards make the message special. For a limited time, enjoy a complimentary cotton pouch with any order over €50 to keep your treasures safe.
• •Headline: Give a Gift That Tells a Story. Body: Tired of impersonal gifts? Atelier Melodie offers beautifully crafted stationery that feels like a warm hug. Perfect for birthdays, thank yous, or just because. Made with love in Belgium. Shop our unique collection today and make someone's day truly special.