Brand Tone

Nostalgic, Enthusiastic, and Authentic

Brand Values

• •Curation & Scarcity
• •Joy & Cuteness ("Kawaii")
• •Community & Trust
• •Passion

Best Practices

• •Emphasize Scarcity and Authenticity: Always use words like "rare," "vintage," "deadstock," "hard-to-find," and "authentic" when describing products. This is your unique selling proposition and justifies the value of the items.
• •Use Enthusiastic and Emotive Language: Incorporate cheerful and passionate language. Use emojis (✨, 💌, 💖, ✨), exclamation points, and words like "adorable," "dreamy," "nostalgic," and "treasures" to convey genuine excitement.
• •Speak the Community's Language: Use terms that resonate with the stationery community, such as "haul," "penpal," "Bujo" (Bullet Journal), "Heisei retro," and brand names like "San-X" and "Crux." This shows you are an insider and builds credibility.
• •Tell a Story of Nostalgia: Frame the products not just as items, but as memories. Ask questions like, "Do you remember these?" or use phrases like "a piece of history" to evoke a nostalgic emotional connection.
• •Maintain a Friendly, Personal Tone: Whether writing an email or a social media caption, maintain the voice of a friendly fellow collector, not a faceless corporation. Phrases like "We found a batch..." or "Our favorite thing is..." make the brand feel personal and approachable.

Social Perception

Trusted Specialist, High-Quality Service, and a Collector's Haven

Copy Examples

• •✨ FLASHBACK FRIDAY! ✨ Remember these? We've just unearthed a tiny batch of these super rare San-X memo pads from 1998! Each page is a piece of Heisei history. Perfect for your collection or for a penpal who gets it. These are true deadstock—once they're gone, they're gone forever! Tap to shop the nostalgia. #kawaiistationery #vintagesanx #deadstock #stationeryaddict #90skawaii
• •Another dream package on its way! 💌 Seeing all your favorite vintage goodies together makes our day. Thank you for giving these treasures a new home! #packanorderwithme #kawaiishop #stickershop #smallbusiness #memopad
• •Psst... Rare Crux & Kamio just dropped! Don't miss out! Your favorite hard-to-find sticker sacks and letter sets are back in limited quantities.
• •Make your holidays extra kawaii! 🎄✨ Find the perfect nostalgic stocking stuffers. Limited-time 15% off on all sticker sheets!
• •The ultimate sticker sack collection for the true kawaii stationery enthusiast. Discover rare, vintage, and deadstock designs from Japan you won't find anywhere else. Add a touch of nostalgia to your journal, planner, or collection. #kawaiistickers #vintagestationery #stickersack #japanesestationery #cutestickers