Brand Tone

Mindful, Minimalist, and Chic

Brand Values

• •Sustainability & Eco-Consciousness
• •Quality & Craftsmanship
• •Innovative Design
• •Simplicity & Practicality

Best Practices

• •Develop a Brand Voice Chart: Create a simple internal document that defines the brand voice with columns for "We Are" (e.g., Mindful, Chic, Clean) and "We Are Not" (e.g., Loud, Trendy, Technical). This helps all content creators stay aligned.
• •Create a Core Vocabulary List: Identify and consistently use key terms that reinforce brand values. For forstina, this includes "washable paper," "eco-conscious," "minimalist," "sustainable," "plant-based," and "timeless design."
• •Prioritize Visual and Textual Harmony: Ensure that the clean, minimalist aesthetic of the product photography is always matched by equally clean, concise, and elegant copy. The visual and written tones should feel like they come from the same source.
• •Write for the Target Persona: Always keep the ideal customer in mind: a style-conscious, educated consumer who cares about the environment. The copy should speak directly to her intelligence and values, avoiding overly simplistic or preachy language.
• •Audit Content Regularly: Periodically review all channels —social media captions, product descriptions, email newsletters, and ad copy —to check for consistency. This ensures the brand tone does not drift over time and remains strong and recognizable.

Social Perception

The brand is perceived as appealing to a niche market of environmentally aware, fashion-forward consumers who value transparency, sustainability, and minimalist aesthetics. Customers praise the unique concept, lightweight nature, and durability. For the broader public, awareness is still growing, and it's seen as a specialty or boutique online store with no widespread negative sentiment.

Copy Examples

• •Instagram Post: The Art of Less. True style isn't about having more, it's about having the right things. Our washable paper tote is designed for the conscious minimalist —durable, sustainable, and effortlessly chic. Carry kindness. #Forstina #SustainableStyle #MinimalistFashion
• •Facebook Ad: Your Everyday, Reimagined. From morning coffee to evening outings, discover a bag that keeps up with you and the planet. Crafted from innovative washable paper, Forstina bags are as versatile as you are. Shop the collection now for 15% off your first order. #EcoChic #VeganLeather #ForstinaBag
• •Email Subject Line: Conscious. Chic. Yours. A first look at our new collection, where style meets sustainability.
• •Product Page Description: The Urban Tote: Simplicity in form, function in design. The Urban Tote is crafted from our signature washable paper leather, offering a lightweight yet remarkably resilient companion for your daily journey. It’s more than a bag; it’s a statement of sustainable living.
• •Pinterest Pin Description: Eco-friendly has never looked so good. Discover the beauty of washable paper bags —a perfect blend of minimalist design and sustainable innovation for the modern wardrobe. #VeganFashion #SustainableLiving #MinimalAesthetic