Brand Tone

Inspirational & Uplifting, Mindful & Calm, Elegant & Refined, Friendly & Heartfelt, Simple & Clear

Brand Values

• •Mindfulness & Well-being
• •Positivity & Joy
• •Quality & Craftsmanship
• •Design Excellence
• •Authenticity & Heart
• •Sustainability (emerging)

Best Practices

• •Prioritize Positive & Uplifting Language: Always frame messages in an encouraging, hopeful, and positive light. Use words that evoke calm, joy, inspiration, and mindfulness. Avoid overly trendy slang or jargon that doesn't align with the timeless, elegant feel.
• •Emphasize Quality & Thoughtful Design: Subtly weave in mentions of the premium materials, craftsmanship, German production, and the intentionality behind the design. This reinforces the value and refined nature of the brand.
• •Keep it Simple & Clear: Reflect the minimalist aesthetic in the writing. Use clear, concise language. Avoid overly complex sentences or verbose descriptions. Let the beauty of the products and their messages speak for themselves.
• •Maintain a Warm & Authentic Voice: Write as if speaking to a friend with care and sincerity. Share the passion behind the brand when appropriate. Use "we" to foster a sense of community and connection.
• •Focus on the "Why": Connect products to the brand's core values of mindfulness, joy, and everyday beauty. Explain how a product can enhance the customer's life or well-being, rather than just listing features. Help them envision the positive experience the product offers.

Social Perception

Highly Aesthetic & Desirable, Source of Inspiration & Positivity, Premium & Giftable, Trustworthy & Quality-Oriented, Mindful & Modern

Copy Examples

• •Instagram Post (Product: New Journal): Pause. Breathe. Reflect. Our new linen-bound journal is here to hold your thoughts, dreams, and moments of quiet gratitude. Crafted with love and the finest paper, it’s a gentle invitation to connect with yourself. ✨ #Navucko #Journaling #MindfulMoments #PositiveThoughts #MadeInGermany Tone: Mindful, Elegant, Inspirational
• •Website Product Description (Product: Greeting Card Set): Share a little piece of your heart. Our ‘Kindred Spirits’ card set features delicate gold foil messages on premium recycled paper. Perfect for those moments when only a handwritten note will do. Designed to inspire connection and brighten someone’s day. #Navucko #GreetingCards #SpreadJoy #Heartfelt #QualityStationery Tone: Friendly, Heartfelt, Refined
• •Email Newsletter Subject Line (Promotion): Find Your Calm: A Little Something from NAVUCKO to Brighten Your Week Body Snippet: Hello [Customer Name], In the rush of daily life, we believe in cherishing the small joys. Discover our latest arrivals, thoughtfully designed to bring a touch of beauty and mindfulness to your everyday. Plus, a special treat just for you... Tone: Uplifting, Calm, Friendly
• •About Us Page Snippet: NAVUCKO began with a simple belief: that everyday moments can be beautiful and meaningful. Founded by Nataša Vučković, our passion lies in creating timeless, typographic paper goods and lifestyle accessories that inspire positive thoughts and a more mindful way of living. Each piece is crafted with care in Germany, because we believe in quality that you can feel. Tone: Authentic, Inspirational, Refined
• •Social Media Ad (Product: Planner): Embrace Your Days with Intention. The NAVUCKO 2026 Planner: minimalist design, premium paper, and space for what truly matters. Plan your dreams, track your progress, and make room for joy. Your mindful companion for a beautiful year ahead. Shop now. #NavuckoPlanner #MindfulPlanning #ElegantStationery #DesignYourLife #PositiveVibes Tone: Inspirational, Elegant, Simple