Brand Tone

Inspiring, Calming, and Supportive.

Brand Values

• •Mindfulness
• •Self-Reflection and Growth
• •Emotional Well-being
• •Intention
• •Strength and Resilience

Best Practices

• •Use Gentle and Encouraging Language: Always use words that are supportive, positive, and empathetic. Phrases like "a safe space," "be kind to yourself," and "your journey" reinforce the brand's caring nature.
• •Focus on the "Why," Not Just the "What": Instead of just describing the journal's features (e.g., "120 pages"), explain the emotional benefit ("120 pages to fill with your growth, gratitude, and dreams").
• •Incorporate Sensory and Calming Words: Use a vocabulary that evokes peace and serenity. Words like "calm," "gentle," "soft," "stillness," and "clarity" will align the copy with the brand's aesthetic and mission.
• •Ask Reflective Questions: Engage the audience by posing thoughtful questions in social media captions and emails. This encourages interaction and reinforces the brand's value of self-reflection (e.g., "What intention are you setting for this week?").
• •Maintain Visual and Textual Harmony: Ensure that the tone of the copy always matches the minimalist, soft aesthetic of the brand's visuals. The words should feel as clean and calming as the images look.

Social Perception

The public perceives elà journals as a source of beautiful, high-quality tools for personal well-being. Customers are drawn to the aesthetic appeal of the products and the positive, supportive community fostered on social media. The brand is seen as authentic and purpose-driven, with a founder who genuinely believes in the power of journaling. The association with mindfulness is strong, and customers view the journals as a means to achieve a calmer, more intentional state of being.

Copy Examples

• •Find clarity in the quiet moments. Your journal is a safe space to untangle your thoughts and reconnect with your heart. What are you grateful for today? ✨ #elajournals #mindfulheart #journaling
• •Embrace the gentle start to your day with the Morning Haze journal. Its calming grey cover is a reminder to pause, breathe, and reflect. Inside, guided prompts help you cultivate gratitude and set intentions, turning every morning into a mindful new beginning.
• •A moment for you is waiting inside…
• •Your weekly check-in. Take a deep breath and let it all out. 🤍 #mindfulness #journalprompts #selfcare
• •The journey inward begins with a single word. Discover your Mindful Heart Journal.