Brand Tone

personal, cheerful, and inspiring

Brand Values

• •Creativity and Originality
• •Joy and Color
• •Personal Connection and Gifting
• •Passion and Dreams
• •Quality and Care

Best Practices

• •Always Write in the First Person (from the Founder): Maintain the personal, authentic voice by having the copy come directly from "Rosa." This reinforces the brand's story and builds a direct connection with the audience.
• •Use "You" and "Your" to Center the Customer: Frame the products around the customer's experience, feelings, and aspirations. Phrases like "your story," "your world," and "your brightest ideas" make the brand feel more personal and relevant.
• •Incorporate Words of Joy and Inspiration: Consistently use an optimistic and cheerful vocabulary. Words like "color," "joy," "dream," "special," "inspire," and "magic" should be staples in the brand's lexicon.
• •Tell the Story Behind the Products: Don't just sell an item; sell the dream and the creative process behind it. Share sneak peeks of designs, talk about the inspiration for a collection, and remind customers that they are buying a piece of an artist's passion.
• •Maintain a Consistent Visual and Textual Aesthetic: The bright, clean, and colorful visual identity on Instagram should be matched by the copy. Keep sentences clear, positive, and full of energy. The copy should feel as vibrant as the illustrations themselves.

Social Perception

The public perceives ivypaper as an artistic and personal brand driven by a solo entrepreneur. It is seen as a source of unique, high-quality stationery that is distinct from mass-produced alternatives. The association with creative communities and bookstores reinforces its identity as a brand for people who appreciate art and design. The narrative of a founder pursuing her passion resonates with an audience that values authenticity and small businesses.

Copy Examples

• •Color your thoughts! 🎨 Our new collection of notebooks has arrived, designed to turn your brightest ideas into reality. Each one is a piece of a dream, waiting for your story. Which design will you choose to start your next chapter? #ivypaper #DreamInColor #StationeryLove
• •Give more than a gift; give a special moment. ✨ Our illustrated products are designed with love to bring a smile to your favorite person's face. Discover unique and colorful gift ideas at ivypaper.com. #GiftsWithSoul #Illustration #ShopSmall
• •From My Sketchbook to Your Hands. Welcome to ivypaper, where every product tells a story full of color and passion. Designed to inspire your day. #HandmadeWithLove
• •Subject: A little color for your inbox! 💌 Hi [Name], Rosa here! I wanted to share a bit of the magic from behind the scenes this week. Seeing a new design come to life is a dream, and I'm so excited to be able to share it with you. P.S. Here’s a little something to make you smile: get free shipping on your next order. Thank you for being part of this colorful adventure!
• •Your year, your canvas. This isn't just a planner; it's a space to dream, create, and organize your world in full color. With original illustrations by Rosa Navas on every page, planning your days will feel like an inspiring creative act. Ready to make 2025 your most vibrant year yet?