Brand Tone

inspirational, gentle, and creative

Brand Values

• •Creativity & Self-Expression
• •Aesthetic & Beauty
• •Quality
• •Community

Best Practices

• •Use evocative and gentle language: Opt for words like "inspire," "create," "beauty," "delicate," "imagine," and "capture" instead of more aggressive sales terms like "hurry," "buy now," or "don't miss out."
• •Focus on the "How" and "Why": Frame your copy around how the products can be used and why they will enhance the customer's creative experience. Instead of just listing features, describe the feeling or result they will achieve.
• •Maintain Visual and Textual Harmony: Ensure the tone of your copy always matches the soft, clean, and beautiful aesthetic of your product photography and branding. A visually delicate image should be paired with equally gentle text.
• •Speak as a Fellow Enthusiast: Use terminology understood by the journaling and stationery community (#washilove, #journalspread, #penpal). This shows you are part of the community, not just selling to it.
• •Keep it Positive and Encouraging: Your copy should always feel uplifting. The goal is to make the customer feel inspired and empowered to be creative. Avoid creating a sense of urgency or fear of missing out; instead, cultivate a desire to create.

Social Perception

trusted and desirable specialty shop, a reliable source for high-quality, aesthetically pleasing journaling supplies, a "go-to" shop for serious journalers and scrapbookers looking to elevate their craft.

Copy Examples

• •Capture the quiet moments. Our new 'Whispering Garden' washi tape collection is here to add a touch of delicate beauty to your journal pages. Let your creativity bloom.
• •Your stories deserve to be told beautifully. We love seeing how you use our stamps and stickers to bring your memories to life. Tag us in your creations for a chance to be featured!
• •Tools for Your Imagination. Discover washi tapes, stamps, and paper goods designed to inspire your next creative project. Shop the new arrivals.
• •Hello, creative friend! Feeling inspired? The bestselling 'Moonlit Petals' PET tape is back in stock. Perfect for adding a touch of magic to your weekly spread. Get yours before it disappears again.
• •Add intricate detail with ease. This clear stamp set delivers crisp, clean impressions every time. From elegant borders to whimsical characters, it's the perfect companion for your journal, planner, or scrapbook.