Brand Tone

friendly, approachable, and "cheeky"

Brand Values

• •Customer Focus & Excellent Service
• •Curated & Unique Selection
• •Ethical & Sustainable Sourcing
• •Community & Local Support
• •Joy & Meaningfulness
• •Inclusivity and Support

Best Practices

• •Embrace the "Cheeky" Charm: Don't be afraid to inject appropriate humor and personality into your copy. Think witty and clever, not offensive.
• •Highlight Ethical Choices: Casually weave in the brand's commitment to ethical and sustainable products, making customers feel good about their purchases.
• •Focus on Connection: Frame products around creating meaningful moments and connections between people.
• •Keep it Approachable: Use clear, friendly language that resonates with a broad audience. Avoid overly formal or stuffy tones.
• •Be Genuinely Helpful: Whether it's product descriptions, social media interactions, or customer service emails, maintain a helpful and supportive tone that reflects the brand's excellent service reputation.

Social Perception

Customers perceive Penny Black as a retailer offering high-quality, unique cards and gifts, coupled with excellent and fast service. They are seen as a business that cares about ethical sourcing and provides a pleasant shopping experience, both online and in their physical stores. The "cheeky" aspect of their brand is also acknowledged and appreciated. They are viewed as a reliable and award-winning independent retailer.

Copy Examples

• •Sending a little sunshine (or a brilliantly cheeky card) your way. ✨ Shop our latest arrivals for a guaranteed smile.
• •From milestone birthdays to 'just because' moments, find the perfect, ethically sourced something at Penny Black. Because doing good should feel good too!
• •Warning: May cause spontaneous giggles and serious brownie points. 😉 Our new card collection is in – you know what to do!
• •Your friendly neighbourhood Post Office just got a whole lot more exciting. Pop in for your parcels, stay for the amazing cards and gifts!
• •Supporting independent artists never looked so good. Discover unique finds that tell a story at Penny Black.