Brand Tone

Mindful, Nostalgic, and Functional

Brand Values

• •Japanese Craftsmanship and Quality
• •Aesthetic Simplicity
• •The Joy of Analog
• •Community and Curation
• •Fulfillment and Well-being

Best Practices

• •Use Simple, Deliberate Language: Avoid corporate jargon and hyperbole. Use clear, concise, and thoughtful words that reflect the minimalist aesthetic of the products.
• •Tell the "Bunbogu-ya" Story: Regularly weave the brand's origin story and inspiration into your content. This reinforces authenticity and the nostalgic, community-focused values of the brand.
• •Emphasize Tactile Experience: Use descriptive words that evoke the feeling of using the products. Focus on a pen's "satisfying weight," the "smoothness of the paper," or the "crisp snap" of a storage box. This appeals to the "Joy of Analog" value.
• •Balance Form and Function: Every piece of copy should touch upon both the beautiful design ("Aesthetic Simplicity") and the practical benefit ("Japanese Craftsmanship and Quality"). Explain how the product's design makes it more useful.
• •Maintain a Calm and Inviting Voice: The tone should always be welcoming and peaceful, never rushed or sales-y. End communications with friendly and open invitations like, "Come stop by, take your time, come back again and let's be friends."

Social Perception

Hightide is perceived as a niche, premium brand for connoisseurs of high-quality stationery and Japanese design. It is highly respected within its community as an authentic source for unique, well-crafted goods. The brand is seen as a peaceful, inspiring "stationery wonderland" by customers and is associated with quality, minimalism, and Japanese culture by the general public. It holds a strong reputation for authenticity and curated taste.

Copy Examples

• •Find your focus for the week ahead. The Penco planner combines Japanese functional design with a touch of retro style, creating the perfect analog companion for your thoughts and tasks. Plan with intention. #Hightide #Penco #Journaling #AnalogLife
• •Tools for a More Fulfilling Day. Explore our curated collection of Japanese stationery and lifestyle goods, designed to bring clarity and joy to your workspace.
• •New from Fukuoka: The Art of Organization Arrives.
• •Crafted for a lifetime of use. This solid brass ballpoint pen offers a satisfying weight and develops a unique patina over time, telling the story of your work. A truly functional object of beauty.
• •Your Desk, Redesigned. Elevate your workspace with minimalist, functional tools from Japan.