Brand Tone

Friendly, personal, and passionate, combining approachability with professionalism and knowledge.

Brand Values

• •Quality and Craftsmanship
• •Customer Satisfaction and Personalization
• •Sustainability and Affordability
• •Authenticity

Best Practices

• •Always Use "We" and Personal Stories: Continue to write from the perspective of the founders, Sally and Andrew. Use "we" and "us" to maintain the personal, small-business feel. Share snippets of your passions, like your love for tea or vintage fairs, in blog posts or social media captions.
• •Balance Passion with Professionalism: While the tone is friendly, always reinforce the commitment to quality. Use phrases that speak to craftsmanship ("hand-finished," "archival quality") alongside more casual language.
• •Emphasize the Customer's Story: In product descriptions, especially for personalized items, frame the product around the customer's experience. Use words like "your," "celebrate," and "commemorate" to make it about them.
• •Maintain a Consistent Visual Language: Ensure that all photography and graphic design on the website and social media reflect the clean, modern, and minimalist aesthetic of the prints themselves.
• •Incorporate Values into All Communications: Regularly mention your commitment to sustainability, local sourcing, and affordability. These are key differentiators and will resonate with conscious consumers. Briefly mentioning the use of "compostable mailers" or "water-based inks" in order confirmations or on the website reinforces these core values.

Social Perception

The brand is perceived as providing high-quality, unique products with excellent, personal customer service, making them trustworthy and reliable.

Copy Examples

• •Fuel your passion long after the ride is over. Our custom cycling prints capture the thrill of the tour, personalized just for you. Bring the race home.
• •More than just a print. It's your victory, your favorite climb, your personal best. Create a one-of-a-kind piece of art that tells your cycling story.
• •From our small studio in Staffordshire to your home. Each gumo print is designed and hand-finished by us, Sally and Andrew, using archival paper and eco-friendly inks. Art with a personal touch.
• •Searching for the perfect gift for the cyclist in your life? Look no further. Our personalized cycling art is a thoughtful and unique way to celebrate their passion.
• •Minimalist design, maximum impact. Our curated collection of art prints adds a touch of modern style and personality to any space. Find the piece that speaks to you.