Brand Tone

Inspiring & Encouraging, Accessible & Community-Oriented, Playful & Creative, Knowledgeable & Supportive

Brand Values

• •Creativity & Imagination
• •Accessibility & Inclusivity
• •Customer Support & Guidance
• •Community & Connection
• •Social Responsibility
• •Quality & Variety

Best Practices

• •Embrace an Encouraging and Inclusive Voice: Use language that makes everyone feel welcome and capable of creating, regardless of skill level. Avoid jargon where possible or explain it clearly.
• •Focus on the "Why" Not Just the "What": Highlight the joy of creation, the process of learning, and the satisfaction of self-expression, rather than just listing product features. Connect with the emotional aspect of art.
• •Keep it Playful and Positive: Inject a sense of fun and wonder, especially when addressing families or new crafters. Use vibrant and descriptive language that sparks imagination.
• •Be a Helpful Guide: Position the brand as a knowledgeable and supportive partner. Offer tips, ideas, and solutions within the copy. Frame product descriptions around how they help achieve creative goals.
• •Maintain Authenticity and Community Focus: Share stories of real creators (with permission), highlight community initiatives like "(re)art," and use language that feels genuine and relatable to the Canadian arts and crafts community.

Social Perception

Positive for Product Selection & Quality, Helpful Staff, Valued Canadian Brand with Heritage, Concerns with Online Experience (Historically), Engaging for Families and Children, Inspiring and Supportive of the Creative Process

Copy Examples

• •Headline: Your Imagination's Playground. All the Colours You Need. Body: Dive into a world of vibrant paints, quality brushes, and endless possibilities. At DeSerres, we're here to fuel your creative spark, whether you're a seasoned artist or just starting to explore. What will you create today? Call to Action: Discover Your Next Project
• •Headline: From Little Sparks to Big Masterpieces. Body: Nurture their budding talent with our fun and engaging kids' craft kits and art supplies. DeSerres makes it easy to bring creativity home, inspiring hours of imaginative play and learning. Call to Action: Shop Kids' Creative Kits
• •Headline: The Joy is in the Making. Body: Embrace the process, explore new techniques, and let your creativity flow freely. DeSerres celebrates every step of your artistic journey with the tools and support you need. Because life is a canvas. Call to Action: Find Your Inspiration
• •Headline: Your Creative Community Awaits. Body: More than just a store, DeSerres is a place to connect, learn, and share your passion. Our friendly experts are always here to help you find the perfect supplies and advice for your next creation. Call to Action: Visit Us In-Store or Online
• •Headline: Unleash Your Inner Artist. We’ve Got the Supplies. Body: Don't let anything hold back your vision. With a huge selection of professional-grade and beginner-friendly materials, DeSerres empowers you to bring your boldest ideas to life. Call to Action: Explore Our Collection