Brand Tone

friendly, whimsical, inclusive, and passionate.

Brand Values

• •Individuality and Self-Expression: Celebrating nerdy, witchy, bookish, and feminist identities.
• •Handmade Quality and Craftsmanship: Emphasizing that most products are designed and made by hand.
• •Joy and Comfort: Believing in the power of small, beautiful things to bring happiness and cosiness.
• •Inclusivity: As a queer-owned business, they foster a welcoming environment for "people just like you".
• •Community: Creating a "Cosy Club" and engaging with customers who share similar interests.
• •Nostalgia and Sass: Offering products like literary candles with a "twist of nostalgia and sass".
• •Support for Artisans: Their Etsy page mentions supporting independent artisans by providing a platform.

Best Practices

• •Embrace the "Nerdy & Nice" Voice: Always write as if you're chatting with a fellow book-loving, pop-culture-savvy friend. Use inclusive language, inside jokes (where appropriate for the audience), and a generally enthusiastic and warm tone. Think "approachable expert" in all things cosy and quirky.
• •Inject Personality & Story: Don't just describe products; tell their story. Highlight the handmade aspect, the inspiration behind a design (especially if it's literary or pop-culture-related), and the feeling they're meant to evoke. Remind customers of Sim and Ella's passion.
• •Use "Cosy" and "Magical" Language Consistently: Weave in words and phrases that align with the brand's core themes: "cosy," "magical," "enchanting," "literary," "witchy," "nerdy," "treat yo' shelf," "burrow," "nook," "joy," "sparkle."
• •Be Playful and Don't Be Afraid of a Little Sass: A touch of humor, a witty pun, or a slightly sassy remark (always good-natured) can make the brand more relatable and memorable, aligning with their "nostalgia and sass" product descriptions.
• •Maintain Visual and Textual Cohesion: Ensure the tone of the copy is reflected in the visual elements used on the website and social media. Bright, warm, and slightly whimsical imagery will complement the friendly and passionate textual tone. Call to actions like "Join the Cosy Club" reinforce this.

Social Perception

charming and unique source for high-quality, thoughtful gifts and personal treats. They are seen as a creative small business run by passionate individuals. The handmade nature of their products is a significant draw, and customers frequently praise the unique scents and designs. The brand resonates well with those who identify with book-loving, nerdy, feminist, or witchy subcultures. They are considered a reliable source for gifts that are both special and well-received. Their products are often described as bringing comfort and joy.

Copy Examples

• •Instagram Post for a New Candle: "Conjure up some serious cosy vibes with our NEW 'Midnight Reading' candle! ✨ Infused with ancient library dust (okay, maybe just sandalwood & vanilla) and a pinch of bookish magic. Perfect for your next literary escape. Tap to treat yo' shelf! #NookAndBurrow #BookishCandles #CosyVibes #HandmadeMagic #NerdyGifts"
• •Facebook Ad for a Tea Collection: "Spill the tea (literally!) brewed for your favourite fictional worlds! 📚❤️ Our character-inspired loose-leaf teas are here to warm your nerdy heart and transport you to another realm. Which adventure will you sip first? Shop the collection now and join our Cosy Club for a cheeky discount! #LiteraryTea #NookAndBurrow #FandomLife #BookwormBrews #SupportSmallAU"
• •Product Description for a Feminist Pin: "Smash the patriarchy, one cute accessory at a time! 💪✨ Our 'Feminist AF' enamel pin is small but mighty, just like you. Pin it to your fave jacket, bag, or magical cloak and let the world know you mean business (and have excellent taste). Hand-designed with love and a dash of rebellion in Melbourne. #FeministAF #EnamelPin #NookAndBurrow #GirlPower #WearYourValues"
• •Email Newsletter Subject Line: "Psst... Your Nook Just Got a Little More Magical ✨ (New Arrivals Inside!)" * Email Body Snippet: "Hey Cosy Creature! Just when you thought your burrow couldn't get any more enchanting, we've dropped a fresh batch of handmade goodies. From sassy new bookmarks that *get* you, to candles that smell like your wildest daydreams... come on in and find your next little treasure. Because you deserve it (and your shelf does too!)."
• •TikTok Video Concept: * Visual: Quick cuts showing the making of a popular candle, interspersed with fun, relatable text overlays like "POV: You need another candle like you need a hole in the head... but this one smells like [insert quirky scent description, e.g., 'a grumpy dragon's secret stash of cookies']." * Audio: Upbeat, trending sound. * Caption: "Officially accepting applications for 'Chief Candle Sniffer' 😉 Which Nook & Burrow scent is YOUR magical familiar? Let us know! 👇 #HandmadeCandles #SmallBizMagic #NookAndBurrow #WitchyThings #BookishTikTok #MelbourneMade"