Brand Tone

Passionate & Purpose-Driven, Informative & Educational, Friendly & Approachable, Stylish & Quality-Conscious, Ethical & Transparent

Brand Values

• •Sustainability
• •Design & Aesthetics
• •Ethical Production & Sourcing
• •Education & Awareness
• •Customer Satisfaction
• •Collaboration

Best Practices

• •Always weave in the core values of sustainability, beautiful design, and ethical production. Whether it's a product description or a social media post, ensure these shine through.
• •Share facts about sustainability and the benefits of eco-friendly choices without being preachy. Focus on empowering customers to make positive 'simple swaps.'
• •Emphasize that customers don't have to choose *between* eco-friendly and beautiful. Curlicue offers both. Use phrases that combine these elements (e.g., 'Sustainably stylish,' 'Eco-chic,' 'Kind to the planet, beautiful by design').
• •Share the founder's journey and highlight collaborations with UK artists. This adds a personal, authentic, and relatable touch.
• •Focus on the positive impact of making sustainable choices. Use uplifting language that inspires customers and makes them feel good about choosing Curlicue UK. Frame sustainability as an exciting and beautiful choice, not a compromise.

Social Perception

Positive & Respected, Innovative & Solution-Oriented, High Quality, Ethically Minded, Inspiring

Copy Examples

• •Wrap your love in kindness. Our stunning, 100% recycled gift wrap is as gentle on the planet as it is beautiful to behold. Make the simple swap to Curlicue UK.
• •Did you know most festive wrap ends up in landfill? This year, gift consciously with Curlicue UK. Gorgeous, artist-designed paper that’s fully recyclable, vegan, and proudly made in Britain. #SimpleSwapsSaveThePlanet
• •Unwrap joy, not guilt. Our eco-friendly wrapping papers, designed by talented UK artists, prove sustainability and style go hand-in-hand. Discover your new favourite design today!
• •From our hearts to your home. Curlicue UK was born from a desire for beautiful, eco-conscious gifting. Every sheet is plastic-free, printed with vegetable inks, and supports UK makers. Gift the change.
• •Choosing Curlicue means choosing vibrant designs *and* a greener Earth. Our 100% recycled paper means no new trees harmed, just beautiful gifts that show you care. Explore the collection.