Brand Tone

elegant, conscientious, and inspiring

Brand Values

• •Environmental Responsibility & Sustainability
• •Wildlife Conservation
• •Art & Aesthetics
• •Inspiration and Self-Reflection

Best Practices

• •Lead with Purpose: Always connect the products back to the core values of sustainability and wildlife conservation. Whether describing a notecard or a new collection, mention the eco-friendly materials or the donation commitment to reinforce the brand's conscientious identity.
• •Use Elegant and Evocative Language: Employ words that reflect the brand's sophisticated and artistic nature. Use terms like "fine stationery," "artfully crafted," "watercolor illustrations," and "premium paper" to maintain an elegant tone.
• •Inspire, Don't Just Sell: Frame the products as tools for self-expression and goal-setting. Use aspirational language that encourages customers to "put dreams to paper" or "find your inspiration."
• •Be Transparent and Specific: When discussing sustainability, provide concrete details. Mentioning "FSC-certified paper," "100% post-consumer waste recycled materials," and "compostable, plant-based pulp" adds credibility and reinforces the brand's commitment to being conscientious.
• •Maintain a Clean and Minimalist Aesthetic: The copy should mirror the website's design—uncluttered, clean, and focused. Avoid overly casual slang or hype-filled marketing language to ensure the text aligns with the elegant and thoughtful brand identity.

Social Perception

a source of high-quality, thoughtful gifts; a premium and aesthetically pleasing brand; an inspiring and purpose-driven company

Copy Examples

• •Art with a purpose. Each card in our Endangered Species collection features a stunning watercolor illustration, connecting you to the beauty of wildlife. With every purchase, you join us in our commitment to conservation, as we donate 10% of our net profits to protect their habitats. Printed on premium FSC-certified paper, these cards let you share a message that matters.
• •Where Inspiration Takes Root. L'apostrophe offers more than fine stationery; we provide a canvas for your dreams. Discover artfully crafted notecards and vision board kits made from sustainable materials, and help support wildlife with every order.
• •Ready to put your dreams on paper? Your Vision Board Kit is waiting.
• •L'apostrophe was born from a belief that beautiful art can inspire meaningful action. We are committed to sustainability and wildlife conservation, creating elegant stationery that respects our planet. Each design is a conversation starter, a piece of art, and a small step towards a better world.
• •Gift thoughtfully. Our watercolor notecard sets are crafted from 100% recycled and sustainable materials. Send a beautiful note and support a beautiful cause. #ArtForWildlife #SustainableStationery