Brand Tone

Empathetic, Personal, Artistic, Visionary, Empowering, Confident, Inspirational, Poetic, Direct and Welcoming

Brand Values

• •Personal Connection and Authenticity
• •Harmony and Balance
• •Transformation and Empowerment
• •Quality and Artistry
• •Sustainability
• •Love and Belonging

Best Practices

• •Embrace "Color Baggage" Metaphor: Consistently weave the core concept of "color baggage" (personal, emotional connections to color) into all communications. This reinforces the brand's unique philosophy.
• •Use Empathetic and Personal Language: Address the customer directly, acknowledging their individual journey and experiences with color. Use "you" and "your" frequently, and focus on feelings and personal expression.
• •Highlight Artistry and Expertise (Subtly): Refer to the "colorwrighting" process and Gretchen Schauffler's vision to build trust and convey quality, without being overly technical. The focus should remain on the customer's experience, supported by this expertise.
• •Inspire and Empower: Use uplifting and encouraging language that motivates customers to explore their relationship with color and take an active role in transforming their spaces.
• •Maintain Visual-Emotional Connection: Always link the discussion of color to the emotions, memories, and atmosphere it creates, rather than just its aesthetic properties. Describe how colors *feel*, not just how they look.

Social Perception

A high-quality paint product with excellent coverage, rich and vibrant colors, and ease of use. A philosophy and a guided experience into personal color discovery. Thoughtful, encouraging self-expression and a deeper connection with color.

Copy Examples

• •Headline (Website/Ad): "Beyond Paint. Discover Your Color Baggage. Create a Home That's All You."
• •Social Media Post (TikTok/Instagram): "Your life isn't off-the-shelf, so why should your colors be? Embrace your unique color baggage and paint your world with meaning. What color tells *your* story? #ColorBaggage #PaintYourStory #HomeHarmony #PersonalColor"
• •Product Description Snippet: "Each hue in the Color Baggage collection is more than pigment; it's a carefully 'colorwrighted' experience by Gretchen Schauffler. Designed to resonate with your personal journey, bringing balanced, emotional harmony to your walls. Feel the color, don't just see it."
• •Email Subject Line: "Unlock the Colors You Were Meant to Live With | Your Color Baggage Awaits"
• •About Us Page Excerpt: "We all carry 'color baggage' – those vivid memories and unseen threads connecting us to certain shades. At Color Baggage, we don't just see paint; we see stories, emotions, and the unique harmony of you. Let us help you unpack it."