Brand Tone

Passionate, Knowledgeable, Welcoming, Curated, Quality-Focused, Traditional yet Modern, Humorous & Playful

Brand Values

• •Passion for Writing & Analogue Tools
• •Customer Service & Personal Connection
• •Quality & Craftsmanship
• •Community Building
• •Heritage & Legacy
• •Creating an Experience

Best Practices

• •Emphasize Passion and Enthusiasm: Use evocative language that conveys a genuine love for writing, pens, and paper. Words like "joy," "inspire," "passion," "exquisite," and "art" resonate with the brand.
• •Showcase Expertise, but Keep it Accessible: Highlight knowledge and the quality of products without being intimidating. Offer advice and guidance in a friendly, approachable manner, making everyone from novices to collectors feel welcome.
• •Foster a Sense of Community and Personal Connection: Refer to in-store experiences, events, and even the unique personalities of the staff (and dogs!). Encourage interaction and make customers feel like part of the Flax "family."
• •Highlight Heritage and Quality: Weave in the store's long history and commitment to curated, high-quality products. This builds trust and reinforces the premium nature of the offerings.
• •Maintain a Warm and Welcoming Voice: Even in written communication, let the friendly, inviting atmosphere of the physical store shine through. Use a slightly informal yet respectful tone that makes people want to visit and engage.

Social Perception

Highly Respected & Esteemed, Knowledgeable & Trustworthy Resource, A "Haven" for Enthusiasts, Community Hub, Good Quality, Sometimes Pricey, Friendly & Welcoming

Copy Examples

• •Headline: Rediscover the Art of Writing. Your Perfect Pen Awaits. Body: At Flax Pen to Paper, we believe there's a unique joy in the glide of a nib and the feel of quality paper. Step into our Westwood Village haven and let our passionate team guide you to the writing instruments and stationery that will inspire your next story, note, or sketch. It’s more than a purchase; it’s an experience.
• •Headline: More Than a Store, It's a Legacy of Ink and Imagination. Body: Since 1931, the Flax family has been dedicated to providing the finest tools for creative expression. Today, Flax Pen to Paper continues that tradition, offering a curated world of exquisite pens, bespoke paper, and unique gifts. Come feel the history, explore the quality, and find your new favorite.
• •Headline: Unleash Your Inner Wordsmith. Expert Guidance, Endless Inspiration. Body: Whether you're a seasoned collector or new to the world of fine writing, our knowledgeable staff (and friendly shop dogs!) are here to help. From the perfect fountain pen to the ideal journal, we're dedicated to matching you with tools that make writing a pleasure. Visit us and let's talk pens!
• •Headline: The Tactile Joy of Pen on Paper. Experience it at Flax. Body: In a digital world, the thoughtful act of writing by hand offers a special connection. Explore our extensive collection of world-renowned pen brands, vibrant inks, and luxurious papers designed to tantalize your senses. Your journey into fine writing starts here.
• •Headline: Gifts That Make a Lasting Impression. Crafted with Care, Chosen with Passion. Body: Looking for something truly special? Flax Pen to Paper offers a unique selection of fine writing instruments, elegant stationery, artisan gifts, and more. From a student's first quality pen to a collector's prized possession, find a gift that speaks volumes.