Brand Tone

Friendly Expert: knowledgeable, enthusiastic, passionate, witty, approachable, playful, reliable, and friendly, without being condescending or overly formal.

Brand Values

• •Unrivaled Selection and Variety: Offering the world's biggest selection of pens, pencils, and refills, with over 30,000 items from more than 100 brands.
• •Expertise and Passion: Founded out of a personal passion for stationery, sharing expert product knowledge to help customers find the perfect item.
• •Exceptional Customer Service: Aiming to provide the ultimate level of customer service, resolving issues quickly, and going above and beyond for special orders.
• •Authenticity and Reliability: Guaranteeing every item is brand-new and sourced directly from official manufacturers, building high trust.
• •Community Engagement: Fostering a strong sense of community through active social media and exclusive collaborations like special edition inks.

Best Practices

• •Balance Expertise with Enthusiasm: Write with authority and knowledge, but always let the genuine passion for the products shine through. Use adjectives that convey excitement and joy alongside technical specifications.
• •Use Inclusive and Community-Oriented Language: Employ phrases like 'we,' 'our community,' and 'fellow enthusiasts' to foster a sense of belonging. Ask questions in social media captions to encourage engagement and make customers feel like part of the 'cult.'
• •Lean into the "Vast Selection" Value Proposition: Consistently reinforce the sheer breadth of the inventory in headlines, descriptions, and promotional materials. Use phrases like 'the world's widest range,' 'your one-stop shop,' and 'from everyday writers to collectors' dreams' to solidify this key differentiator.
• •Inject Personality and Humor: Don't be afraid to be a little witty or playful. Puns, lighthearted jokes, and a conversational style help humanize the brand and make it more memorable and relatable.
• •Be Transparent and Reassuring: In all communication, from product pages to customer service emails, maintain a tone of honesty and reliability. Clearly state policies on returns and shipping, and when addressing potential issues, be direct and helpful. This builds the trust that the brand is known for.

Social Perception

Overwhelmingly positive, especially among stationery and fountain pen enthusiasts. Praised for extensive product range, competitive pricing, and swift delivery. Customer service is exemplary. Minor criticisms include international shipping delays/costs and packaging for delicate items. Ownership by WHSmith is noted but hasn't significantly impacted its reputation for service and specialization.

Copy Examples

• •Your Next Favorite Pen Is Here. With 30,000 pens, inks, and pencils, the perfect one is waiting for you. Dive in and discover it.
• •Ink-redible alert! ✨ The new Kaweco Sport Piston Filler just landed, and it's a game-changer. A firm favorite gets a piston-filled upgrade for endless writing. Who's adding this pocket-sized powerhouse to their collection? Let us know what ink you'd pair it with! #CultPens #FountainPen #KawecoSport #NewPenDay
• •Don't miss out! Our prices just dropped (but our standards didn't).
• •Crafted in collaboration with our amazing customers, Diamine 'Ancient Copper' isn't just an ink—it's a story. This rich, warm brown flows with a subtle red sheen, reminiscent of a well-loved vintage pen. Perfect for journaling, letter writing, and adding a touch of class to your daily notes. As always, Diamine quality ensures a smooth, trouble-free experience in any fountain pen.
• •That feeling when the Cult Pens package arrives. What did you get? Show us your haul! #PenHaul #StationeryAddict