Brand Tone

Sophisticated & Elevated, Thoughtful & Curious, Aesthetic & Design-Conscious, Inclusive & Aware, Witty & Engaging (at times), Calm & Reassuring (for products)

Brand Values

• •Quality & Curation
• •De-stigmatization & Normalization
• •Intellectual Curiosity & Thoughtful Consumption
• •Aesthetic Appreciation & Design
• •Community & Conversation
• •Holistic Wellness
• •Authenticity & Honesty

Best Practices

• •Embrace Sophistication, Avoid Jargon: Use intelligent, articulate language but steer clear of overly technical cannabis jargon unless clearly explained. The tone is knowing, not alienating.
• •Prioritize Storytelling & Experience: Frame products and content around narratives, experiences, and the feelings they evoke, rather than just product features. Connect to the broader lifestyle.
• •Maintain Visual-Verbal Harmony: Ensure the copy complements the brand's highly aesthetic and curated visual identity. The words should feel as carefully chosen as the images.
• •Speak to an Intellectually Curious Audience: Assume your reader is intelligent, open-minded, and appreciates nuance. Don't shy away from thoughtful or even slightly unconventional angles.
• •Be Mindful but Not Preachy: Acknowledge the cultural and social context of cannabis where appropriate, but maintain a tone of informed discussion rather than overt activism or moralizing. The aim is to elevate and de-stigmatize through thoughtful engagement.

Social Perception

Positive for Target Audience, Respected in Niche Media, Elevated & Aspirational, Niche but Influential, Distinct from "Stoner" Culture

Copy Examples

• •Unwind the day. Our latest tincture, 'Serene,' offers a gentle path to tranquility. Crafted with thoughtfully sourced botanicals and pure CBD, it’s designed to quiet the noise and illuminate your calm. Discover a more mindful evening. #GossamerWellness #FindYourSerene
• •Beyond the canvas: We sat down with artist [Artist's Name] to discuss inspiration, the subtle intoxication of the creative process, and how a change in perspective can redefine everything. Full conversation live on Gossamer. Link in bio. #GossamerStories #ArtAndMind
• •The art of the detour. Our latest city guide isn’t just about destinations; it’s about the unexpected moments in between. Explore [City Name] through a Gossamer lens – where curiosity leads and beauty unfolds. #GossamerTravels #ElevatedExperiences
• •Form, meet function, meet ritual. Introducing our collaboration with [Designer's Name] – a piece that invites contemplation as much as use. Limited edition, designed for the modern aesthete. Shop now via link in bio. #GossamerDesign #ConsciousConsumption
• •At Gossamer, we believe in looking closer, lingering longer, and conversations that open up new perspectives. It's not just about cannabis; it's about a life lived with intention and an appreciation for the nuanced. What’s sparking your curiosity today? #ThisIsGossamer #ElevateTheEveryday