Brand Tone

Warm, Heartfelt, Artistic, and Personal

Brand Values

• •Quality & Craftsmanship
• •British Heritage
• •Artistic Integrity
• •Personal Connection & Thoughtfulness
• •Friendship & Passion
• •Sustainability
• •Customer Delight

Best Practices

• •Embrace Storytelling: Weave the brand's origin story (three friends, passion for art, Sussex countryside) into product descriptions and social media posts where appropriate. It adds authenticity and warmth.
• •Use Evocative & Sensory Language: Words like "charming," "delicate," "heartfelt," "cosy," "beautiful," "sparkle," and "gentle scent" align with the brand's artistic and thoughtful nature. Focus on the feeling the product evokes.
• •Highlight the "Handmade" & "Artistic" Angle: Continuously emphasize Jilly's watercolour art and the hand-finished details. This reinforces the quality and uniqueness of the products.
• •Maintain a Personal & Friendly Voice: Address the audience directly (e.g., "Thinking of a special someone?"). Use a conversational style that feels approachable and genuine, as if speaking to a friend.
• •Incorporate Brand Values: Subtly thread values like "British made," "thoughtfulness," "quality craftsmanship," and "sustainability" into the copy. For example, "Lovingly crafted in our British studio, with a little help from nature."

Social Perception

Customers and the public generally perceive Crumble & Core as a provider of charming, high-quality, and unique gift items, especially cards that often come with a small piece of jewellery or a keepsake.

Copy Examples

• •A little sparkle, a whole lot of love. Our new hand-finished silver earrings, nestled in Jilly’s latest watercolour design. Because some thoughts are too beautiful for just words. #BritishMade #GiftFromHeart
• •Spring has sprung in our little Oast house studio! Discover fresh watercolour blooms and heartfelt gifts, lovingly designed and made in the heart of Sussex. Perfect for sending a little sunshine. #CrumbleAndCore #ArtisanGifts
• •Wrap them in warmth. Our beloved [Scent Name] natural wax candle, paired with a charming matching card. A gentle flicker, a sweet scent, and a message straight from you. #ThoughtfulGifting #HandPouredWithLove
• •From our kitchen table dream to your heartfelt moments. Every Crumble & Core piece starts with a brushstroke of passion and a sprinkle of friendship. Thank you for letting us be a small part of your big occasions. #OurStory #PassionForPrint
• •You don't always need a reason to make someone smile. A little note, a tiny treasure – find the perfect 'just because' gift, beautifully crafted and designed to delight. #SendLove #CrumbleAndCoreMagic