Brand Tone

Warm, Personal, and Hygge

Brand Values

• •Passion for Home and Decor
• •Coziness and Comfort (Gemütlichkeit, Hygge)
• •Style and Aesthetics
• •Quality and Thoughtful Curation
• •Personal Connection
• •Customer Welcome and Satisfaction
• •Sustainability (implied)

Best Practices

• •Embrace Hygge and Warmth: Consistently use language that evokes comfort, coziness, contentment, and a welcoming atmosphere. Think words like cozy, warm, inviting, comfort, relax, cherish, heartwarming.
• •Maintain a Personal, Friendly Voice: Write as if you're talking to a friend. Use you and I (or we if representing the brand as a whole while still channeling Kirsten's personal touch). Share the passion behind the products.
• •Highlight Curation and Care: Remind customers that items are thoughtfully selected. Use phrases like handpicked, chosen with love, curated for you, attention to detail.
• •Focus on the Feeling, Not Just the Product: Describe how the products will make the customer feel or how they will enhance their home and lifestyle, rather than just listing features. Connect items to the experience of a more beautiful and comfortable home.
• •Be Authentic and Genuine: Let the founder's genuine passion shine through. Avoid overly corporate or salesy language. The connection to Kirsten and her story is a key differentiator.

Social Perception

Welcoming, authentic, and style-conscious brand that cares about creating beautiful and comfortable living spaces. Direct link to the founder, Kirsten, and her dog Paula, adds a layer of relatability and personal touch that customers likely appreciate. Focus on hygge taps into a popular lifestyle trend that resonates with a desire for well-being and contentment in the home.

Copy Examples

• •Welcome to At Home with Paula – where every piece is chosen with love to bring more hygge to your home. Find your new favorite treasure today.
• •Wrap yourself in warmth and a little bit of Paula's passion for cozy living. This beautifully soft blanket isn't just an accessory; it's an invitation to slow down, relax, and enjoy the simple comforts of home. Lovingly selected for its quality and hygge-factor.
• •Creating little corners of calm ☕✨. For me, a truly hygge home is all about those personal touches that make you smile. What’s your favorite way to add a bit of cozy to your space? #athomewithpaula #hyggehome #cozyliving #homedecorlove #passionfordecor
• •Hello lovely people, Kirsten here! Just wanted to share some new arrivals that I’m particularly excited about – each one picked with the hope of making your home even more wonderful. Plus, a little thank you for being part of our community: enjoy 10% off your next order! [Link]
• •It all started with a love for decorating and that wonderful 'hygge' feeling. I’m Kirsten, and my dog Paula (our furry muse!) and I are so happy to share our passion with you. At Home with Paula is more than just a shop; it's a collection of handpicked happiness for your home.