Brand Tone

encouraging, calming, accessible, positive, supportive, sophisticated

Brand Values

• •Mindfulness and Relaxation
• •Creativity for All
• •Quality
• •Community
• •Aesthetic and Modern Design

Best Practices

• •Focus on the "Why," Not Just the "What": Always lead with the emotional benefit. Instead of saying "Our kits include high-quality paints," frame it as "Create vibrant, lasting art with our rich, full-coverage paints that make every stroke a joy."
• •Use Encouraging and Inclusive Language: Employ words like "your journey," "we believe," "everyone can," and "celebrate your progress." This makes the brand feel like a supportive mentor rather than just a seller.
• •Embrace the "Mindfulness" Lexicon: Consistently use keywords associated with relaxation and mental well-being, such as "unwind," "calm," "focus," "meditative," and "flow state," to reinforce the core brand value.
• •Cultivate Community Through Copy: Actively invite user participation in your copy. Use questions like, "What are you painting this weekend?" and create brand-specific hashtags. Refer to customers as part of a collective, such as the "Dabbler community."
• •Maintain a Sophisticated yet Simple Tone: The copy should feel elevated and modern but remain easy to understand. Avoid overly complex or technical art terms. The goal is to make art feel accessible and elegant, not intimidating.

Social Perception

A high-quality, trustworthy brand in the adult crafting space, associated with de-stressing, creative hobbies, self-care, thoughtful gifting, and shared activities, differentiated by modern designs and premium positioning.

Copy Examples

• •Pause the scroll. It’s time to trade screen time for creative time. Our Plant Life kit has everything you need to unwind, reconnect, and create a masterpiece you’ll be proud to display. Who’s ready to dabble?
• •This Isn't Your Childhood Paint-by-Numbers. This is Creative Mindfulness.
• •Your calm-in-a-box has arrived.
• •Art for how you feel. Unbox an evening of relaxation and create something beautiful. Don't struggle, Dabble.
• •More than just a painting. The Orange Afternoon kit is an escape. Feel the warmth of a sunny day as you mix vibrant colors and watch a beautiful scene come to life under your brush. No experience necessary—just a desire to relax and create.