Brand Tone

The brand's tone is introspective, gentle, whimsical, and encouraging. It is deeply personal and authentic, often touching on themes of nostalgia, memory, and the natural world. The language is thoughtful and poetic, aiming to connect with the audience on an emotional and creative level. It’s also educational and nurturing, particularly when discussing the creative process or her workshop offerings.

Brand Values

• •Authenticity and Vulnerability: The brand is built around Kareena's genuine creative journey, including her struggles and triumphs, particularly in balancing motherhood and art.
• •Curiosity and Play: She champions the idea that creativity flourishes with exploration, play, and the freedom to fail, letting go of rigid labels like "artist" or "designer" to embrace fluidity.
• •Connection: A core value is using art as a medium for connection—with oneself, with others, and with the natural world. Her work aims to bridge the tangible and the ethereal.
• •Nostalgia and Memory: Her art frequently explores themes of childhood, memory, and the past, creating a sense of wistful, dreamlike nostalgia.
• •Craftsmanship and Delicacy: There is a deep appreciation for the tactile process of creating by hand, using traditional media like pencil, watercolour, and ink to produce detailed and fragile artworks.

Best Practices

• •Use a Gentle and Encouraging Voice: Always write in a soft, welcoming, and encouraging tone. Use words like "gentle," "quiet," "invitation," and "explore" instead of more aggressive sales language. The goal is to invite the audience into your world, not push products on them.
• •Embrace Storytelling and Introspection: Share the "why" behind the art. Talk about the inspiration, the feeling, or the memory that sparked a piece. This vulnerability builds a deeper, more authentic connection with your audience and reinforces the brand's core values.
• •Weave in Thematic Keywords: Consistently use words and phrases that align with the brand's core themes: nostalgia, memory, whimsical, dreamlike, delicate, fragile, connection, curiosity, nature, childhood, and stillness. This repetition solidifies the brand's identity in the mind of the consumer.
• •Focus on Emotion Over Features: When describing a product, lead with the feeling it evokes. Instead of just "a print of a bird," try "A print that captures the fleeting, hopeful moment of a bird taking flight." Connect the art to a universal human experience or emotion.
• •Maintain Visual and Textual Harmony: Ensure the copy on social media and the website visually complements the artwork. Use ample white space, soft formatting, and a clean layout. The written word should feel as considered, delicate, and intentional as the art itself.

Social Perception

The public perceives Kareena Zerefos as a highly skilled and unique artist with a distinct and recognizable style. She is seen as both a professional illustrator and a fine artist who creates emotionally resonant and beautiful work. Her audience feels a strong personal connection to her due to her willingness to share her process and personal life. She is respected for her ability to create a successful, independent creative career while maintaining artistic integrity.

Copy Examples

• •Whispers of a memory, caught in watercolour and light. This piece began as a fleeting thought on a morning walk and slowly found its way onto the paper. It’s about the quiet spaces between the noise, the moments of stillness we carve out for ourselves. I hope it brings a sense of calm to your day. Available as a limited edition print, link in bio. #CreativeJourney #WatercolorArt #MindfulMaking #Nostalgia
• •Titled 'The Sunken Cathedral,' this giclée fine art print captures the ethereal dance between reality and dream. Rendered in delicate layers of coloured pencil and ink, it invites the viewer into a whimsical, half-forgotten world. A piece of quiet contemplation for your favourite space, it serves as a gentle reminder to seek out the magic in the everyday. Printed on archival cotton rag paper to preserve its fragile beauty for years to come.
• •Hello creative soul, Have you felt the gentle pull to pick up a pencil or a brush lately? To make your mark, just for the joy of it? This autumn, I’m hosting a new series of 'Mindful Drawing' workshops from my Lisbon studio. Together, we’ll explore simple techniques to quiet the inner critic and reconnect with our innate creativity. No experience is necessary—only curiosity. Let's create a space for play and discovery. Limited spots are available. Reserve yours.
• •Escape into a world of whimsical daydreams. The art of Kareena Zerefos explores the tender moments of nostalgia, nature, and memory. Find the perfect, soul-stirring piece for your home or a meaningful gift for a loved one. Shop limited edition prints, original drawings, and illustrated books. Bring a touch of gentle beauty into your life. [Shop Now]
• •So thrilled to have collaborated with [Brand Name], a company that shares a deep love for storytelling and thoughtful craftsmanship. Together, we've created a [product] that weaves my nostalgic illustrations with their beautiful, sustainable materials. This collection is inspired by the magic of overgrown gardens and the secrets they keep. We hope these pieces feel like a small treasure, a connection to the wild and whimsical. #ArtCollaboration #SustainableDesign #KareenaZerefosArt