Brand Tone

Elegant & Sophisticated, Inspiring & Aspirational, Friendly & Approachable, Passionate & Appreciative (of paper & design)

Brand Values

• •Quality Craftsmanship
• •Aesthetic Design
• •Organization & Productivity
• •Mindfulness & Intention
• •Customer Satisfaction

Best Practices

• •Emphasize Quality & Detail: Always highlight the superior materials, thoughtful design elements, and craftsmanship in product descriptions and marketing communications. Use words like 'premium,' 'meticulously crafted,' 'fine paper,' 'thoughtfully designed.'
• •Inspire and Uplift: Frame your products as tools for positive change – whether it's better organization, enhanced creativity, or achieving personal goals. Use aspirational language but keep it grounded in the product's utility.
• •Maintain Visual-Verbal Cohesion: Ensure the language used mirrors the clean, sophisticated, and elegant aesthetic of the brand's visuals. If the photography is minimalist and refined, the copy should be concise and polished.
• •Speak to the "Why": Connect with the customer's deeper motivations. Are they seeking calm, control, a creative outlet, or a touch of luxury in their daily routine? Address these underlying desires.
• •Engage with Grace: In customer interactions, social media replies, and even error messages, maintain a polite, helpful, and slightly formal yet friendly tone. Reinforce the premium and caring nature of the brand.

Social Perception

Positive Association with Quality and Design, Seen as a Premium Brand, Appreciated for Functionality, Community of Stationery Lovers, Aspirational yet Attainable

Copy Examples

• •Elegance in every detail. Intention in every line. Discover the 2026 Essential Planner – meticulously crafted to inspire your most organized and fulfilling year yet. Elevate your planning.
• •A quiet morning, a fresh page, and limitless possibilities. Our Signature Notebook: where quality paper meets your inspired thoughts. What will you create today?
• •Designed for Clarity. Crafted for Keeps. Explore Paper Co's collection of premium stationery and planners, and rediscover the art of putting pen to paper.
• •Invest in your journey. For a limited time, enjoy complimentary monogramming on our leather-bound journals. Make your mark with timeless style and unparalleled quality.
• •Transform your workspace into a haven of productivity and style. Our Desk Pad, with its luxurious paper and minimalist design, offers the perfect canvas for your daily tasks and creative musings. Organize your thoughts, beautifully.