Brand Tone

gentle, personal, and whimsical

Brand Values

• •Handmade Craftsmanship
• •Mindfulness and "Slowness"
• •Personal Story and Authenticity
• •Joy and Playfulness
• •Everyday Beauty

Best Practices

• •Create a "Brand Voice" Keyword List: Develop an internal guide with "on-brand" words (e.g., slowly, gentle, warm, crafted, playful, cozy, thoughtful) and "off-brand" words to avoid (e.g., fast, cheap, discount, automated, perfect). This ensures anyone writing copy can maintain consistency.
• •Tell the Story Behind the Product: For product descriptions and social media, don't just list features. Share a small detail about its creation—the inspiration, the fabric's origin, or the feeling you hope it evokes. This reinforces the "handmade story" value.
• •Use a Personal and Gentle Communication Style: In all customer interactions—from email responses to social media comments—use a warm, personal, and slightly informal tone. Address customers as individuals and express genuine gratitude.
• •Embrace Imperfection as a Feature: The handmade nature of the products means no two items are identical. Frame this as a mark of authenticity and uniqueness ("the trace of time in every detail"), not a flaw. This manages customer expectations and celebrates the craft.
• •Align Visuals with the Brand Tone: Ensure all photography and visual branding reflect the "cozy, warm, and handmade" aesthetic. Use soft, natural lighting, and lifestyle shots that show the products in calm, everyday settings. This visual consistency is just as important as the written copy.

Social Perception

Overwhelmingly positive, centered on the uniqueness and quality of handmade items. Customers appreciate craftsmanship, feel an emotional connection due to playful designs and the founder's story, view products as unique and giftable, and experience warm customer service.

Copy Examples

• •Some days just need a hug. We crafted this little pouch to do just that. Slowly stitched from the softest fabric, it’s here to hold your daily essentials and bring a quiet smile to your face. A little pocket of warmth, for wherever you go. #HandmadeByFrey #CozyMoments #FabricArt
• •This little purse tells a story of leftover scraps and newfound beauty. Each patch was chosen and sewn by hand, finding its perfect place in a quiet afternoon of creating. No two are ever alike. It represents the joy of making things slowly and with intention. We hope it brings a touch of this handmade warmth into your daily life.
• •Hello, friend. We’ve been quietly working on something new in the studio. Inspired by afternoon light and gentle daydreams, our latest collection of fabric charms and bags is slowly coming to life. Each piece is crafted with care, ready to add a little bit of handcrafted character to your world. Take a slow, quiet look.
• •Tired of the mass-produced? Made by Frey creates handmade pouches, bags, and charms that feel like a warm hug. Each piece is thoughtfully designed and slowly crafted to bring a touch of playful charm to your day. Find your new favorite handmade treasure. Worldwide shipping available.
• •Discover the charm of handmade. Our artist cat charm is slowly crafted from soft fabric, designed to bring a playful and personal touch to your favorite bag. A perfect, thoughtful gift for art lovers and cat enthusiasts.