Brand Tone

Creative & Curated, Independent & Local, Friendly & Approachable, Ethical & Conscious (subtly), Appreciative (of design & craft)

Brand Values

• •Supporting Independent Designers & Makers
• •Quality Craftsmanship & Design
• •Originality & Uniqueness
• •Community & Local Focus
• •Customer Satisfaction & Service
• •Sustainability & Ethical Sourcing (developing)

Best Practices

• •Highlight the "Maker Story": Whenever possible, mention the artist or designer behind the product. Use phrases like "crafted by," "designed by," "from the studio of." This reinforces the "independent" and "handmade" values.
• •Use Warm and Inviting Language: Employ friendly, approachable words. Instead of just "Buy Now," consider "Find Yours Here" or "Take a Closer Look." Keep the tone conversational, like talking to a friend who appreciates good design.
• •Emphasize Uniqueness and Quality: Use descriptive adjectives that convey the special nature of the products – "unique," "handcrafted," "limited edition," "thoughtfully curated," "high-quality."
• •Maintain a Visual and Verbal Connection: Ensure the copy complements the clean, contemporary, and slightly crafty aesthetic of the brand's visuals. The language should feel as curated as the products themselves.
• •Subtly Weave in Ethical/Local Angles: When relevant, mention sustainable materials, local sourcing, or the "shop small" aspect without being preachy. For example, "Made with love in the UK" or "eco-conscious choice."

Social Perception

A Go-To for Unique Gifts, Champion of Local Creatives, High-Quality & Well-Curated, Friendly & Welcoming, Trustworthy & Reliable

Copy Examples

• •Instagram Post (New Product): Fresh in from Bristol maker @[MakerHandle]! ✨ These beautifully handcrafted ceramic mugs are just waiting to brighten up your morning coffee. Each one unique, just like the hands that made them. Pop in and find your new favourite! #ShopLocalBristol #HandmadeHeaven #PaperPlaneFinds
• •Website Homepage Banner: Discover a world of unique gifts and homewares, thoughtfully designed and lovingly made by independent UK creators. Welcome to Paper Plane – your home for inspired finds.
• •Facebook Ad (Local Focus): Hello Gloucester Road! 👋 Looking for that perfect, one-of-a-kind gift? We're Paper Plane, your local haven for beautiful things from talented UK designers. Come say hi at No. 206 and support our amazing creative community! #BristolIndependents #GiftIdeas #CreativeCooperative
• •Product Description (e.g., for a print): Bring a touch of whimsy to your walls with this delightful 'City Scape' print by local artist Jane Doe. Printed on sustainably sourced paper, it’s a little piece of Bristol magic to cherish. A thoughtful gift for art lovers or a treat for your own nest.
• •Email Newsletter Snippet (Maker Spotlight): Meet the Maker: This week, we're shining a spotlight on the incredible textile artist, Sarah Smiles! We adore her vibrant cushions, all hand-stitched with love and an eye for joyful patterns. Read our chat with Sarah on the blog and discover the story behind her beautiful creations.