Brand Tone

Inspirational, Artistic, and Mindful; characterized by gentle, encouraging, and personal language that speaks to quiet reflection, creativity, and self-care, cultivating a serene and introspective personality with a sophisticated appreciation for craftsmanship.

Brand Values

• •Artistic Expression
• •Mindfulness and Self-Care
• •Quality and Craftsmanship
• •Community
• •Inspiration

Best Practices

• •Embrace Storytelling: Every piece of copy, from a social media caption to a product description, should tell a small story. Share the inspiration behind an art piece, the feeling of a quiet morning of journaling, or the founder's personal connection to the craft. This reinforces the brand's narrative-driven identity.
• •Use a Sensory-Rich Vocabulary: Continue using descriptive and evocative words that appeal to the senses and emotions. Terms like "silky smooth," "dreamy," "vivid colors," "quiet solace," and "tactile luxury" create a consistent, high-quality, and mindful tone.
• •Maintain a Personal and Gentle Tone: Write as if you are speaking to a friend. Use "you" and "we" to create a direct and personal connection. The voice should remain encouraging and calm, avoiding aggressive sales language. Blog posts from the founder are a great touchstone for this tone.
• •Connect Products to Values: Always link the product features back to the brand's core values. It's not just a "hardcover diary"; it's a "durable companion for your private reflections" (Value: Self-Care/Mindfulness). It's not just a "painted cover"; it's a "piece of original art from a hidden Asian talent" (Value: Artistic Expression).
• •Be Consistent Across All Channels: Ensure the tone, keywords ("Dreamy," "Joyful," "Self-Care"), and core messages are unified across the website, Instagram, Facebook, email newsletters, and even packaging. This creates a strong, recognizable, and trustworthy brand identity.

Social Perception

GMLGallery is perceived as a high-quality, artistic, and aesthetically pleasing boutique stationery brand. Its collaboration with the prestigious Raffles Hotel lends significant credibility, positioning it as a luxury, well-respected local brand in Singapore, and an evolving brand within its niche.

Copy Examples

• •(Image: A flat-lay of an open journal, a pen, and a cup of tea on a wooden table.) Caption: Find your safe harbor. In a world of endless notifications, create a quiet space just for you. Our journals are more than paper and ink; they are a canvas for your thoughts, dreams, and moments of reflection. Each cover, adorned with original art, tells a story—what will yours be? #GMLGallery #Journaling #MindfulMoments
• •Headline: Your Story is a Work of Art. Body: Feeling overwhelmed? Find clarity and calm with pen and paper. The GMLGallery collection is designed to inspire joyful reflection, with dreamy, hand-painted covers and silky-smooth pages. Start your journaling journey today and turn self-care into a beautiful daily ritual. Shop now for 15% off your first order. Call to Action: Shop Now
• •Text: Artful Living, Mindful Writing. Sub-text: Discover journals and diaries designed to be your private companion. Wrapped in original art, crafted for your innermost thoughts. Button: Explore the Collection
• •Subject: Find a little joy inside ✨ Body Preview: A note from our founder, a new collection, and an invitation to slow down...
• •Title: The 'Kyoto Dreaming' Hardcover Diary Description: Wander the sun-washed alleys of your imagination. Inspired by the serene beauty of Kyoto's gardens, this diary features an original watercolor illustration by Mayli. With 160gsm acid-free lined pages and a tactile, textured cover, it’s a durable and dreamy companion for your daily plans and private reflections. Let it be the place where your ideas blossom.