Brand Tone

friendly, inspiring, creative, and approachable

Brand Values

• •Passion for Paper & Design
• •Quality
• •Creativity & Inspiration
• •Chilean Identity/Local Production
• •Customer Connection/Community
• •Joy and Celebration
• •Entrepreneurial Spirit & Growth

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your tone (e.g., friendly, whimsical, sophisticated, witty), including "words we use" and "words we avoid." Share this with anyone creating content.
• •Know Your Audience: Understand who you're talking to. Indigo de Papel's audience appreciates creativity, design, and a personal touch. The copy should resonate with these interests and values.
• •Prioritize Positivity and Inspiration: Use uplifting language. Focus on how the products can bring joy, help organize, or spark creativity. Words like "beautiful," "inspire," "create," "enjoy," "celebrate" fit well.
• •Be Authentic and Human: Share the brand's story and passion. Use a conversational style, like talking to a friend who shares a love for paper. Incorporating the founders' story or design inspiration can add to this.
• •Maintain Consistency Across All Channels: Whether it's a website product description, an Instagram caption, or a customer service email, the tone should feel recognizably "Indigo de Papel." Regularly review content across platforms to ensure alignment.

Social Perception

charming and high-quality Chilean brand specializing in beautiful and unique stationery and paper goods

Copy Examples

• •Instagram Post (New Planner Collection): Hello, inspiration! ✨ Our new collection of planners has just landed, ready to fill your days with color, organization, and space for all your brilliant ideas. Which design will spark your creativity today? #IndigoDePapel #PapeleriaBonita #CreaTuAño
• •Facebook Ad (Desk Decor): Transform your workspace from blah to beautiful! 🌿💻 Discover our curated desk accessories designed in Chile to bring joy and style to your everyday. Because a little paper love goes a long way! Shop now: [Link] #HechoEnChile #DiseñoIndigo #EscritorioConEstilo
• •Website Banner (General): Indigo de Papel: Chilean design that tells your story. Explore unique stationery, delightful decorations, and the perfect gifts for paper lovers. Let's create something beautiful together!
• •Email Newsletter Subject (Seasonal Promotion): Psst... ✨ Fresh paper magic is waiting for you at Indigo! (Body snippet): Hello paper lover! Get ready to celebrate the season with our latest arrivals. From vibrant table settings to a new way to organize your dreams, find your next favorite piece, designed with love, right here in Chile.
• •Product Description (Notebook): More than just a notebook, it's a space for your thoughts, dreams, and doodles to come alive. With [Number] pages of high-quality paper and a cover that inspires, our '[Product Name]' notebook is your perfect creative companion. Designed by us, for you. #IndigoInspira #AmorPorElPapel