Brand Tone

elegant, sophisticated, and helpful

Brand Values

• •Quality
• •Creativity & Inspiration
• •Customer Service & Expertise
• •Tradition & Craftsmanship
• •Accessibility/Affordability

Best Practices

• •Use Refined Language: Opt for words that convey elegance, quality, and artistry (e.g., "exquisite," "curated," "premium," "bespoke," "timeless") while remaining clear and accessible.
• •Highlight Expertise & Guidance: Consistently offer assistance and advice in your communications, reinforcing the helpful aspect of the brand. Phrases like "Let us help you," "Our experts suggest," or "Discover how to..." can be effective.
• •Focus on the Experience and Outcome: Instead of just listing product features, describe the feeling or result the customer will achieve (e.g., "Create unforgettable invitations," "Add a touch of luxury," "Preserve your memories beautifully").
• •Maintain Visual-Verbal Cohesion: Ensure that the tone of the copy aligns with the visual aesthetics of the brand (as seen on Instagram and Pinterest). If the visuals are elegant and artistic, the language should mirror this.
• •Speak to Aspirations: Address the customer's desire for beauty, quality, and the successful, elegant execution of their projects, whether it's a wedding invitation, an art piece, or a special announcement.

Social Perception

Customers likely perceive The Paper Place as a go-to destination for specialized, high-quality paper and stationery needs, particularly for significant life events. They position themselves as "Melbourne's Leading Paper and Envelope Supplier," aiming to be seen as experts in their field. The offer of advice positions them as more than just a retailer, but as a helpful resource for crafters and those undertaking special projects.

Copy Examples

• •Elevate your correspondence. Discover Melbourne's finest collection of papers, envelopes, and stationery at The Paper Place. Craft your story with elegance.
• •Your special day deserves exquisite beginnings. Explore our curated selection of premium papers and embellishments for wedding invitations that whisper sophistication. Let our experts guide you.
• •Unleash your creativity with materials that inspire. From fine art papers to unique decorative sheets, The Paper Place offers the quality you need to bring your vision to life. What will you create today?
• •Introducing our latest arrival: [Product Name/Collection]. Experience the unparalleled texture and timeless appeal of these carefully selected additions, perfect for your most cherished projects.
• •Searching for that perfect paper? Visit The Paper Place online or in-store for expert advice and a world of tactile beauty. Let us help you make a lasting impression.