Brand Tone

Friendly, witty, ethical, and joy-focused

Brand Values

• •Quality and Uniqueness
• •Ethical Sourcing and Sustainability
• •Customer Focus and Service
• •Supporting Independent Artists and Local Community
• •Joy and Meaningfulness
• •Innovation in Retail

Best Practices

• •Embrace "Friendly & Cheeky": Write as if you're talking to a friend – warm, approachable, and don't be afraid of a little wit or a playful turn of phrase where appropriate. Keep it light-hearted and positive.
• •Weave in Your Values: Regularly mention your commitment to ethical sourcing, sustainability, and supporting independent artists. This isn't just a footnote; it's a core part of why customers choose Penny Black.
• •Focus on the "Why": Connect products to the emotions and moments they represent. It's not just a card; it's a way to show you care, to share a laugh, or to make a small moment significant.
• •Keep it Human and Relatable: Use language that resonates with everyday experiences. Acknowledge the joy in simple things and the importance of connection. The family-founded aspect can be subtly referenced to enhance this.
• •Be Consistent Across Platforms: Ensure the tone used on your website, in email newsletters, social media captions, and even in-store signage (if applicable to the copy's use) all feels like it's coming from the same friendly, ethical, and joyful Penny Black voice.

Social Perception

Trusted and reliable, a source of unique and high-quality finds, an ethical and feel-good brand, community-oriented, and award-winning.

Copy Examples

• •Making Mondays marvelous, one quirky card at a time. ✨ At Penny Black, we believe even the smallest gesture can spark big joy. That's why we fill our shelves (both real and virtual!) with unique, ethically sourced goodies that help you say it all. #PennyBlackUK #MakeAMoment #EthicalGifting
• •Warning: May cause spontaneous smiles and happy dances. 😉 Our latest batch of brilliantly cheeky cards has landed! Perfect for that friend who appreciates a good giggle. Shop the fun, feel good doing it. #PennyBlackGlasgow #CheekyCards #SustainableStyle
• •Meet the maker! 👋 We're thrilled to feature [Artist's Name]'s incredible [product type] – handcrafted with love and a whole lot of talent. Supporting indies is our jam, because awesome deserves to be shared! #SupportIndie #Creative comunidad #PennyBlackFinds
• •Good for your soul, great for the planet. 🌿 We do the homework to find beautiful, sustainable gifts, so you can simply enjoy the giving. Because making someone's day shouldn't cost the earth. #EcoConscious #SustainableLiving #PennyBlackCares
• •Your daily dose of delight is waiting! Whether you pop into our Glasgow stores or browse online from your comfy sofa, discover gifts that tell a story and cards that hit just the right note. Happy shopping, folks! #ShopPennyBlack #UniqueGifts #GlasgowShopping #OnlineGifting