Brand Tone

personal, playful, and uplifting

Brand Values

• •Joy and Positivity
• •Simplicity and Playfulness
• •Authenticity and Personal Craft
• •Emotional Connection

Best Practices

• •Always Use "I" and "My": Maintain the personal connection by writing from Tabea's perspective. Phrases like "In my studio," "I created this because," and "What I love is..." reinforce the brand's authenticity.
• •Focus on Feeling, Not Just Features: Instead of just describing the art (e.g., "watercolor on paper"), describe the feeling it's meant to evoke (e.g., "a splash of joy," "a reminder of sunny days").
• •Keep it Simple and Playful: Use clear, straightforward language. Avoid overly complex or academic art jargon. Embrace a lighthearted and cheerful tone that matches the artwork's style.
• •Emphasize the 'Why': Continuously circle back to the brand's core mission: to share joy, love, and positivity. Every piece of copy should, in some way, connect to this purpose.
• •Be Unapologetically Optimistic: The brand's identity is rooted in celebrating life's good things. The copy should consistently reflect this positive outlook, using uplifting and encouraging words.

Social Perception

The perception is that of an authentic, creative, and personal brand, rather than a large, commercial enterprise. The consistent aesthetic and clear messaging create a trustworthy and appealing image for those who connect with its artistic style.

Copy Examples

• •Say hello to a little piece of sunshine for your walls. Our new ‘Cheerful Chick’ print is here to remind you that the best things in life are simple and fun. Hand-painted in our Berlin studio. ✨
• •Art for optimistic souls. Discover original paintings and prints that celebrate the joy, color, and magic of everyday life.
• •Your home deserves a dose of love and luck. Find a unique, personal piece from atelier tabea, created to make you feel marvelous. Shop the collection.
• •A little note from my Berlin studio... I believe in the power of color and a good bit of fun. I made these new mini watercolors to capture that feeling. Hope they make you smile.
• •Share the love. Two people belong together because they can dream together. Our ‘You and Me’ collection is a perfect gift for the one you share your dreams with.