Brand Tone

Artistic, Calm, Elegant, Passionate, Friendly

Brand Values

• •Aesthetic Quality & Design
• •Creativity & Inspiration
• •Joy of Paper
• •Craftsmanship & Quality
• •Individuality & Personal Expression
• •Support for Artists/Designers

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of Papirværk's tone (Artistic, Calm, Elegant, Passionate, Friendly) with examples of "do's and don'ts" for writing.
• •Focus on "Why," Not Just "What": Communicate the passion for paper, design, and creativity behind the products, not just their features. Explain how items can inspire or bring joy.
• •Use Evocative and Sensory Language: Appeal to the appreciation of aesthetics and the tactile nature of paper. Words like "discover," "inspire," "crafted," "beautiful," "texture," and "artistry" can be effective.
• •Maintain Visual and Textual Harmony: Ensure the copy style complements the clean, minimalist, and artistic visual identity of the brand across all platforms. Short, impactful sentences often work well.
• •Engage Authentically: When responding to comments or messages, maintain the friendly, appreciative, and passionate tone. Personal touches can reinforce the brand's connection with its community.

Social Perception

High-Quality & Unique, Aesthetically Pleasing, Source of Inspiration, Trusted & Passionate, Specialty Niche

Copy Examples

• •Instagram Post (New Print): Adorn your walls with stories. Our latest collection of art prints breathes life and personality into any space. Discover designs that speak to you. #Papirværk #ArtForYourHome #ScandinavianDesign #PaperLove #NewArrival
• •Facebook Ad (General): More than just paper. At Papirværk, we believe in the power of beautiful design to bring joy and inspiration to your everyday. Explore our curated collection of prints, notebooks, and unique paper goods. Find your next treasure at papirvaerk.dk.
• •Product Description (Notebook): Pause, reflect, create. Our finely crafted notebooks offer a smooth embrace for your thoughts and sketches. Bound with care and designed for inspiration, it’s the perfect companion for your creative journey. [Link to product]
• •Email Newsletter Subject (Seasonal): Papirværk: Fresh Perspectives for a New Season 🌿 (Body snippet): Welcome the changing light with art that inspires. Explore new arrivals and timeless favorites designed to refresh your home and spark your creativity...
• •Website Banner (Homepage): Papirværk: Curated Paper Goods & Art Prints. Where Design Meets Paper.