Brand Tone

inspirational, gentle, and minimalist

Brand Values

• •Intentional Living
• •Aesthetic & Quality
• •Personal Passion
• •Inspiration and Self-Care
• •Community

Best Practices

• •Use a Gentle & Encouraging Vocabulary: Consistently use words that reflect the brand ’s values, such as "intentional," "mindful," "gentle," "create," "inspire," "clarity," and "purpose." Avoid aggressive sales language or words that create a sense of urgency or stress.
• •Maintain a Minimalist Structure: Keep sentences and paragraphs short and clean, with plenty of white space. This reflects the brand's visual aesthetic and makes the content easy to read and digest, preventing overwhelm.
• •Speak from a Personal, "Human" Perspective: Write as if you are a thoughtful friend offering advice, not a corporation selling a product. Use "we" to refer to the brand and directly address the customer as "you" to build a personal connection. The founder's story is a key asset and should be woven into the brand narrative.
• •Focus on the "Why," Not Just the "What": Instead of only listing product features, focus on the feeling and the outcome. Explain *why* a weekly layout helps create clarity or *how* a beautiful notebook can inspire creativity. The copy should sell a lifestyle of intentionality, not just a planner.
• •Create a Simple Style Guide: Document the brand's tone, key vocabulary, and formatting rules (e.g., use of emojis, capitalization, sentence structure). This ensures that all communications —from social media captions to customer service emails —maintain a consistent and recognizable brand voice.

Social Perception

Aspirational and Inspiring; Aesthetically Pleasing; Reliable and Personal; Niche and Focused

Copy Examples

• •Your future is a story waiting to be written. Our 2026 Weekly Planner is designed to give your dreams a home, page by page. With mindful layouts and a gentle aesthetic, it ’s more than a planner—it ’s your companion for a year of intentional living. Available now.
• •A quiet moment, just for you.
• •Capture fleeting thoughts and brilliant ideas with grace. Our Desktop Notepad is designed for clarity and focus, featuring 50 pages of our signature smooth paper. Its minimalist layout keeps your desk uncluttered and your mind clear, making space for what truly matters.
• •Plan a life you love. It's not about being busy; it's about being intentional. Our planners and notebooks are crafted to help you organize your life with peace and purpose. Discover the joy of mindful planning and create more space for yourself.
• •Gentle plans, beautiful results. Find your perfect planning tools today.