Brand Tone

Aspirational, encouraging, therapeutic, accessible, friendly, promotional, and direct, focusing on creative fulfillment and stress relief.

Brand Values

• •Creativity for All
• •Personalization and Sentimental Value
• •Mindfulness and Well-being
• •Customer Satisfaction (Aspirational)

Best Practices

• •Always Lead with the "Why": Focus copy on the emotional and therapeutic benefits (relaxation, satisfaction, creating memories) before detailing product features. The experience is the core product.
• •Use "You-Centric" Language: Frame everything around the customer's journey and feelings, using phrases like "Your creative escape" or "Unleash your inner artist" to empower them.
• •Embrace the "Art Addict" Persona: Consistently use brand terminology like "art addict" and "craft enthusiast" in marketing materials to foster community and shared identity.
• •Turn Negatives into Proactive Positives: Address common issues (e.g., creased canvases) through helpful content like blog posts, demonstrating transparency and commitment to user experience.
• •Maintain Aspirational Visuals: Ensure all photography and user-generated content shared reflect the aspirational, clean, and satisfying feeling of the final product and peaceful experience.

Social Perception

Divided. Perceived positively as a source of fun, satisfying hobbies by customers with smooth experiences, but negatively as untrustworthy due to dropshipping issues, long shipping times, and inconsistent product quality by frustrated customers.

Copy Examples

• •Your escape from the daily grind is just a brushstroke away. Rediscover your creative spark and turn stress into stunning art. No experience needed—just the desire to relax and create. Tap to start your artistic journey.
• •We noticed you've been busy creating! Ready for your next challenge? Our new 'Abstract Dreams' collection is here, designed for creators like you who love to get lost in color and form. As a member of the Paint with Numbers family, get early access and 15% off the new collection. Keep painting your world.
• •That photo you can't stop smiling at? Let's turn it into your next project. Our custom kits transform your favorite moments—a beloved pet, a family portrait, a breathtaking vacation—into a personalized paint by numbers canvas. It’s more than a painting; it’s your story, told by you.
• •From a blank canvas to a beautiful masterpiece! We are always blown away by what our community creates. Which one of these would you hang on your wall: 1, 2, or 3? Let us know in the comments! 👇
• •It's not just art. It's a discipline. Build focus, master a new skill, and create something impressive with your own hands. Perfect for decompressing after a long week. Challenge yourself with our detailed kits for adults.