Brand Tone

Warm, Thoughtful, and Inspirational

Brand Values

• •Personalization & Uniqueness
• •Quality & Craftsmanship
• •Celebration of Milestones
• •Thoughtfulness & Connection
• •Creativity & Design

Best Practices

• •Focus on the "Why": Always connect the product to the emotion or occasion it represents. Instead of just listing features, explain how the item helps create a memory, celebrate a bond, or bring joy. (e.g., "This personalised storybook isn't just a book; it's a doorway to shared adventures and bedtime giggles.")
• •Use Warm and Inclusive Language: Employ words like "cherish," "celebrate," "special," "thoughtful," "lovingly," "beautifully." Address the audience in a friendly, inviting way (e.g., "We're here to help you find the perfect way to say...").
• •Highlight Personalization and Uniqueness: Remind customers that these aren't mass-produced items. Emphasize the bespoke nature and the story each piece can tell. (e.g., "Your story, beautifully engraved," or "Crafted just for them.")
• •Maintain Visual and Verbal Harmony: Ensure the tone of the copy aligns with the visual aesthetic of the brand (which is clean, bright, and often showcases delicate details). The words should feel as carefully chosen and crafted as the products themselves.
• •Engage with Empathy: When responding to customers or writing about potentially emotional occasions (like weddings, new babies, or memorials), do so with genuine empathy and understanding. Acknowledge the significance of these moments in your communication.

Social Perception

Clouds and Currents is generally perceived very positively by customers and the public as a source for high-quality & unique gifts, excellent for special occasions, trustworthy & with good customer service, aspirational but accessible, and heartfelt & sentimental.

Copy Examples

• •Product Description (Personalised Wedding Venue Illustration): Capture the magic of your special day forever. Our bespoke wedding venue illustrations are lovingly hand-finished, turning a cherished location into a timeless piece of art. A truly personal way to remember where your forever began, or the perfect thoughtful gift for the happy couple.
• •Instagram Caption (New Baby Gift): Welcome to the world, little one! ✨ There's nothing quite like the joy of a new arrival. Our personalised nursery décor and keepsake gifts are designed to be treasured for years to come, celebrating this precious new chapter. Tag a new parent who deserves something special!
• •Email Subject Line (Seasonal Promotion): Make their moments magical ✨ Discover unique gifts, crafted with love.
• •Website Banner (General): Thoughtful Gifts, Beautifully Personalised. Create unique keepsakes for every story and every celebration with Clouds and Currents.
• •Blog Post Title (Gifting Ideas): More Than Just a Gift: Inspiring Ideas to Show You Care This [Occasion/Season]