Brand Tone

Poetic, Gentle, and Intimate

Brand Values

• •Artisanal Creativity
• •Appreciation of Simplicity
• •Eco-Responsibility
• •Gentleness and Softness

Best Practices

• •Create a Brand Vocabulary List: Compile a list of on-brand words (e.g., gentle, poetic, delicate, whisper, serene, thoughtful, simple joy) and off-brand words (e.g., sale, hurry, limited time, revolutionary, buy now). Use this as a guide for all written content.
• •Write Like a Person, Not a Corporation: Use "I" and "we" to tell stories and connect with the audience on a personal level. Share the inspiration behind a design or a quiet moment from the studio to reinforce the intimate, artisanal nature of the brand.
• •Focus on "Feeling" Over "Features": Instead of just listing a product's specifications (e.g., "A5, 100 pages"), describe the experience it offers. For a notebook, this could be: "A space to hold your quiet thoughts and biggest dreams."
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the visual aesthetic. Soft, gentle visuals should be paired with soft, gentle language. This consistency builds a strong, immersive brand world.
• •Develop a Social Media Persona: If the brand decides to engage with social media, define its persona clearly. It should be a natural extension of the brand: calm, inspiring, and engaging, focusing on sharing beauty rather than on aggressive selling. The content should revolve around inspiration, the creative process, and the appreciation of small moments.

Social Perception

Likely perceived as a niche, boutique creator brand by those who find it directly; currently faces obscurity due to limited online footprint and brand confusion rather than poor perception.

Copy Examples

• •Introducing 'Morning Dew,' our new illustrated print. Each line is drawn to capture the quiet magic of dawn and the simple beauty of a new day. Bring a touch of poetry and tranquility into your home. Printed softly on recycled paper, for the small, beautiful moments.
• •A small note from our studio... This month, we've been inspired by the changing of the seasons. We're excited to share a new collection of delicate stationery that holds the gentle warmth of these fleeting days. We hope our creations bring a little moment of happiness to your desk.
• •Les Jolis Bonheurs was born from a desire to create a small, gentle world on paper. I'm Claire, an illustrator who finds joy in nature's quiet details and life's simple pleasures. Each piece is a story, a captured moment, and an invitation to pause and appreciate the beauty around us.
• •A quiet afternoon companion. Our notebooks are made for your thoughts, dreams, and little lists. What beautiful joys are you writing down today? #LesJolisBonheurs #SimplePleasures #Journaling
• •More than just a card, it's a paper hug. Perfect for sending a word of kindness, a note of thanks, or simply to say you're thinking of them. This delicate illustration is printed on textured, eco-friendly paper, because the most beautiful messages deserve a beautiful home.