Brand Tone

sincere, personal, heartwarming, gentle, loving

Brand Values

• •Passion and Love for Detail
• •High Quality and Durability
• •Minimalist & Timeless Design
• •Regional & Responsible Production
• •Creating and Preserving Memories

Best Practices

• •Always Write from the Founder's Voice: Maintain the personal, first-person narrative ("I," "my studio") whenever appropriate, especially in blog posts, emails, and social media captions. This reinforces the authentic, small-business feel.
• •Use "Heartfelt" Keywords: Consistently integrate words and phrases that align with the brand's core values, such as "Herzensmenschen," "Liebe zum Detail," "Erinnerungsschätze" (memory treasures), and "mit Liebe gemacht" (made with love).
• •Emphasize the 'Why,' Not Just the 'What': Frame product descriptions around the emotional benefit —preserving memories, celebrating milestones, cherishing childhood —rather than just listing features. The story and purpose behind the product are the key selling points.
• •Keep it Clean and Simple: The language should mirror the minimalist aesthetic. Use clear, concise, and gentle sentences. Avoid overly corporate or complex jargon. The tone should be as clean and uncluttered as the designs.
• •Visually Align Copy with Imagery: Ensure the tone of the copy always matches the warm, clean, and often nostalgic feel of the product photography. This creates a cohesive and immersive brand experience for the customer across all platforms.

Social Perception

Overwhelmingly positive; perceived as a trustworthy and heartfelt small business run by a passionate individual, known for exceptional product quality, fast shipping, and aesthetic appeal.

Copy Examples

• •From the first tiny heartbeat to the first wobbly step. Every moment is a treasure. Our 'Ein Jahr Babyglück' memory book is here to hold those fleeting memories, crafted with love and care for your little one. For stories you'll tell for a lifetime. #emilundemma #Babybuch #ErstesJahr
• •The laughter, the secrets, the little adventures on the playground. Our friendship books are more than just pages; they are a treasure chest of childhood moments. With timeless designs and space for all their new friends, it ’s the perfect companion for the start of their next big chapter. Designed in Germany with love for detail.
• •Hello! Julia here. As the seasons change, I wanted to share a little warmth from my studio to your home. For a limited time, enjoy 15% off our entire collection of family calendars and planners. Let's make the coming months full of beautifully organized, happy memories. Thank you for being part of the emil & emma story.
• •When I started emil & emma, I knew I wanted to create things with heart. For me, that also means being mindful of our planet. That's why I choose to partner with a local German printing press. It's a small choice that means less travel for our products and supports our community —ensuring that every memory book that reaches your hands is not only beautiful but made with responsibility and care.
• •A name is the first gift we receive. Celebrate it beautifully. Our personalized posters add a touch of minimalist charm to any nursery or child's room. Printed on high-quality paper with timeless, nature-inspired tones, it ’s a keepsake they'll grow with. Design your own today.