Brand Tone

Friendly, Approachable, Whimsical, Playful, Thoughtful, Inspiring, Feminine, Elevated, Practical

Brand Values

• •Celebration of Life's Moments
• •Intentional Gifting
• •Beauty in the Everyday
• •Practicality and Functionality
• •Creativity and Design
• •Supporting Small Business
• •Quality

Best Practices

• •Embrace Warmth and Personality: Always write as if you're talking to a friend. Use welcoming language, share relatable anecdotes (like on the "Our Story" page), and let the founder's passion shine through.
• •Balance Whimsy with Purpose: While the tone can be playful and lighthearted, ensure it always ties back to the core values of thoughtful gifting, celebrating moments, and practical beauty. Avoid humor that could overshadow the product's quality or intended sentiment.
• •Focus on the "Why": Connect product features to the emotional benefits. Instead of just saying "colorful matches," explain how they "bring a little more color and humor into your everyday life" or help "celebrate life's moments, big and small."
• •Use Inclusive and Inspiring Language: Encourage customers to "gift beautifully and give intentionally." Frame products as tools to enhance their lives and relationships, fostering a sense of joy and connection.
• •Maintain Visual and Verbal Harmony: Ensure that the copy complements the brand's visual identity (feminine, elevated, colorful). The language should evoke the same feelings as the product aesthetics – pretty, thoughtful, and a little bit special.

Social Perception

Positive, Gift-Worthy, Decorative and Enhancing, Reliable, Appreciation for Aesthetics

Copy Examples

• •Spill your thoughts, dreams, and daily joys onto pages as beautiful as your ideas. Our new journals: where practicality meets pretty, inspiring your every word. #frankieandclaude #giveprettylivepractically #journaling
• •More than just a light, it's a little spark of joy for your everyday. Our Fancy Matches – because even the smallest moments deserve to be beautiful (and practical!). The perfect thoughtful gift or a treat for your own cozy corner. ✨ #fancymatches #homedecor #thoughtfulgifting #frankieandclaude
• •That Friday feeling when the to-do list is done and the weekend awaits! 🎉 We're all about celebrating those little victories that make life sweet. What small moment are you cherishing today? #celebratethelittlethings #frankieandclaude #everydayjoy
• •A Little Something Pretty (and Practical!) Just For You 🎁✨
• •Say 'thank you' with a touch of charm and a whole lot of heart. Our hand-lettered thank-you cards are designed to make gratitude feel as beautiful as it is meaningful. Because a little kindness always brightens the day. #stationerylove #thankyoucards #giveintentionally #frankieandclaude