Brand Tone

quirky, humorous, heartfelt, casual, approachable, and friendly

Brand Values

• •Connection and Expression
• •Humor and Laughter
• •Environmental Responsibility
• •Quality and Local Production
• •Kindness and Encouragement

Best Practices

• •Embrace the Quirk: Don't shy away from odd or specific scenarios. Your copy should reflect the unique and sometimes "weird" occasions your cards are made for.
• •Balance Humor with Heart: For every witty or cheeky line, ensure there's an underlying warmth. The brand's strength is being both funny and kind.
• •Use "We" and "You": Write in a conversational first-person ("we") and address the customer directly ("you"). This fosters a friendly, direct connection, as seen in the brand's "About Us" section.
• •Highlight Core Values: Regularly and naturally incorporate your values into the copy. Mentioning that cards are made from recycled materials or printed in Australia reinforces the brand's identity and appeals to conscious consumers.
• •Keep it Simple and Relatable: The language should be clear, unpretentious, and easy to understand. The goal is to connect with people through shared, everyday experiences and emotions.

Social Perception

Very positive. Perceived as a reliable, high-quality brand with a unique and endearing personality, praised for high quality products, unique and funny designs, fast and reliable delivery, and excellent customer service.

Copy Examples

• •Your birthday is the perfect excuse to be a little weird. Or a lot. We don't judge. Find the perfect card to celebrate their magnificent strangeness. #friendsofhenrypaperco #weirdbirthday #funnycards
• •Saying 'thanks' doesn't have to be boring. For the friend who helped you move, the neighbor who watered your plants, or the coworker who brought you coffee—we've got a card for that. Express your gratitude with a laugh.
• •Because 'you're my person' is the highest compliment. Tag the person who just gets you. Our cards say what you're both already thinking. #youremyperson #friendshipgoals #greetingcards
• •Made with love. And recycled paper. ❤️ We're proud that all our cards and envelopes are made from 100% post-consumer recycled material, because we love the planet as much as we love a good pun. #sustainable #recycledpaper #madeinaustralia
• •Life's full of weird, wonderful, and 'what-was-I-thinking' moments. We make cards for all of them. From our quirky minds to your mailbox. #friendsofhenry #greetingcard #sendmoremail