Brand Tone

warm, welcoming, and authentic. The brand communicates like a friendly family member sharing a piece of their heritage. The language used across their website and social media is inviting, personal, and infused with a sense of cozy contentment, often referred to as "Finnish happiness."

Brand Values

• •Authenticity
• •Family & Community
• •Happiness & Well-being
• •Quality & Heritage
• •Global Connection

Best Practices

• •Always Tell a Story: Whether it's about the product's origin, a Finnish tradition, or the family behind the brand, weaving a narrative into the copy will reinforce authenticity and create an emotional connection.
• •Use "Happiness" as a North Star: Frame product benefits around the core brand promise of delivering "Finnish happiness." Instead of just selling a blanket, sell the "coziness and comfort of a Finnish winter evening."
• •Maintain a Warm and Personal Voice: Write as if you are speaking to a friend. Use "we" and "you" to create a direct and personal connection. Share personal favorites and behind-the-scenes moments to humanize the brand.
• •Educate and Share Culture: Use copy to gently educate the audience about Finland. Explain the significance of Moomin, the tradition of the sauna, or the taste of a specific Finnish candy. This adds value beyond the product itself.
• •Be Consistent with Visuals and Text: Ensure the tone of the copy matches the clean, cozy, and nature-inspired aesthetic of the brand's photography. The words and images should work together to transport the customer to Finland.

Social Perception

The brand is perceived as a trustworthy and charming source for unique Finnish gifts. It stands out from larger, impersonal e-commerce sites by offering a curated, story-rich shopping experience. There is little to no negative feedback visible, suggesting that customer experiences are generally meeting the expectations set by the brand's messaging. They are seen as more than just a store—they are cultural ambassadors.

Copy Examples

• •Light up the darkest evenings with a little piece of Finland. ✨ Our new [Candle Name] isn't just a scent; it's the feeling of a warm cabin, a quiet forest, and the simple joy of being present. Hand-poured by our friends at [Local Artisan Brand], it’s pure Finnish happiness in a jar. Tap to bring the glow home.
• •Your home is your sanctuary. Why not make it a little more Finnish? From iconic Moomin mugs to minimalist home decor, Fair Locals brings authentic Scandi design right to your doorstep. Discover curated gifts that tell a story. Shop our collection and find your piece of happiness.
• •Subject: A Taste of a Finnish Summer ☀️ Snippet: "Hello [Customer Name], even if you can't make it to a lakeside cottage, you can still enjoy the flavors of a Finnish summer. We've restocked our beloved Fazer chocolates and berry jams, perfect for a sweet escape. Plus, see our family's favorite recipe for summer treats inside!"
• •More Than a Gift. It's a Feeling. Discover Authentic Finnish Treasures, Shipped with Love From Our Family to Yours.
• •(Video shows hands carefully wrapping a sauna towel and a box of chocolates) On-screen text: "Packing a little bit of Finnish happiness to go all the way to [City/Country]! ❤️ We hope this brings you lots of cozy moments. #fairlocals #finnishdesign #packingorders #smallbusiness #finland"