Brand Tone

Conscious, hopeful, approachable, modern, curated, knowledgeable, convenient, and urban.

Brand Values

• •Accessibility to Sustainability
• •Conscious Consumption
• •Curated Quality
• •Community & Storytelling
• •Innovation in Tradition

Best Practices

• •Lead with "Why," Not Just "What": Instead of just stating a product is "eco-friendly," explain why it is and what that means for the customer and the planet. (e.g., "This soap uses no plastic packaging, so your bathroom stays beautiful and our oceans stay cleaner.")
• •Use Empowering Language: Frame sustainable living as an accessible, positive, and stylish choice, not a sacrifice. Use words like "discover," "choose," "add joy," and "elevate your everyday."
• •Tell the Story: Every product has a background. Briefly share it. Was it made by a small family business? Does it repurpose a unique material? This builds connection and reinforces the value of curation.
• •Stay Rooted in Urban Convenience: Always connect the brand's offerings back to the lifestyle of the target audience. Emphasize ease, efficiency, and how the products seamlessly fit into a modern, busy life.
• •Maintain a Hopeful & Positive Outlook: While the brand addresses serious issues like waste and sustainability, the tone should always be optimistic. Focus on the solutions, the beauty of the products, and the collective power of positive action.

Social Perception

A feel-good, trendy, and "Instagrammable" shopping experience, perceived as convenient, innovative, child-friendly, welcoming, and a credible extension of the trusted Hanako magazine.

Copy Examples

• •Headline: Your daily commute is about to get better. Again. Body: We believe a better future is built from small, thoughtful choices. HANAKO STAND is returning, bringing you a curated online collection of sustainable goods that fit right into your busy life. Get ready to rediscover everyday joy.
• •Image: A stylish flat-lay of the bag with daily essentials (phone, keys, a magazine). Caption: From the sky to your shoulder. This bag began its life as a parachute, soaring through the air. Now, it’s ready for your daily adventures. Durable, lightweight, and packed with a story. That's how we make sustainability stylish. #HanakoStand #UpcycledFashion #SustainableStyle #TokyoLife
• •Headline: Tired of the compromise between beautiful design and sustainability? Body: You don't have to choose. HANAKO STAND brings you a world of products that are kind to the planet, a joy to use, and beautiful to look at. From zero-waste skincare to artisan-made home goods, discover your new favorite things. Shop the collection that cares.
• •Title: "Sunset Orange" Crisps - Made from Rescued Carrots Description: Don't let the shape fool you. These carrots were destined to be overlooked, but we saw their potential. Lightly baked with a hint of sea salt, they’re a deliciously crunchy snack that fights food waste one bite at a time. It’s the little choice that makes a big difference.
• •Subject: A better choice for your morning coffee. Snippet: Good morning! What if your daily routine could do a little more good? This week at HANAKO STAND, we're highlighting our collection of organic, fair-trade coffee and reusable cups. Start your day with intention.