Tono de Marca

aspirational, artistic, and personal

Valores de Marca

• •Uncompromising Quality
• •Artisanal Craftsmanship
• •Customer-Centricity and Community
• •Functionality and Beauty

Mejores Prácticas

• •Lead with the 'Why': Always connect the product back to the founder's story and the brand's core purpose. Start with the passion, the problem-solving aspect, and the commitment to quality before detailing product features.
• •Use an Artisanal Lexicon: Employ descriptive, sensory words that evoke a feeling of craft and quality. Terms like "chique," "gorgeous," "timeless," "cosy," "handmade," and "artisanal" reinforce the brand's premium positioning.
• •Embrace Imperfection as a Feature: Frame the natural variations in handmade products as a mark of authenticity and beauty, not a flaw. This manages customer expectations and reinforces the brand's artisanal value.
• •Speak from One Artist to Another: Write as if you are a fellow creative. Acknowledge their struggles ("we know the struggle"), celebrate their work, and provide products that empower their artistry. This builds a peer-to-peer connection rather than a typical business-to-customer dynamic.
• •Maintain Visual and Textual Harmony: Ensure the clean, elegant, and minimalist aesthetic of the brand's photography and website design is mirrored in the copy. The language should be just as refined and carefully crafted as the visuals.

Percepción Social

The public perception of &MI Papery is overwhelmingly positive, aligning closely with its stated values, highlighted by positive customer reviews, an engaged online community, and its recognition as a high-end supplier of premium materials for artists, calligraphers, and designers.

Ejemplos de Copy

• •Introducing ‘Midnight’ — a deep, moody blue inspired by ink-stained twilight skies. We spent months perfecting this shade, ensuring it holds its form and welcomes every medium, from watercolor to pointed pen. Created from the heart, for your next masterpiece. Tell us, what will you create first? #andmipapery #HandmadePaper #ForTheArtist
• •Headline: Paper That Inspires Your Art. Sub-headline: Exquisite, handmade paper crafted by an artist, for artists. Experience the quality that sets your work apart.
• •Subject: A Note from Our Founder & A Look Inside the Studio
• •Headline: End the Struggle with Inferior Paper. Body: Your ink deserves better. Your art deserves better. &MI Papery was born from a calligrapher's quest for flawless, handmade paper that never bleeds or buckles. Feel the difference a quality sheet makes. Shop our collection and elevate your craft.
• •Our 'Meringue' paper is the cornerstone of the &MI Papery collection. Each gorgeous, off-white sheet is handmade with purpose, offering a resilient surface perfect for calligraphy, printing, and painting. We celebrate the subtle inconsistencies in tint and texture as the unique signature of its artisanal origin. This isn't just paper; it's the beginning of something beautiful.