Brand Tone

Bold & Unapologetic, Empowering & Supportive (especially of women), Humorous & Witty, Authentic & Real, Slightly Rebellious/Edgy, Confident, Approachable & Friendly

Brand Values

• •Women Empowerment & Amplification
• •Authenticity & Realness
• •Boldness & Breaking Norms
• •Community & Connection
• •Quality & Craftsmanship
• •Inclusivity
• •Ethical Sourcing/Partnerships
• •Innovation

Best Practices

• •Embrace Bold & Unapologetic Language: Don't be afraid to be direct, use humor (even if it's a bit edgy), and express strong opinions that align with the brand's 'wild rebellion' spirit. Avoid overly formal or passive language.
• •Champion Empowerment (Especially Women): Weave in messages of strength, resilience, and support. Highlight the contributions of women artists and the brand's mission to amplify female voices. Use inclusive language.
• •Keep it Real & Authentic: Write like you're talking to a smart, savvy friend. Use relatable scenarios and everyday language. Avoid corporate jargon or overly sentimental clichés unless used ironically.
• •Inject Humor & Wit: Look for opportunities to be clever, playful, and make your audience smile or laugh. Self-awareness and a touch of irreverence can be very effective.
• •Be Confident (Not Arrogant): Own your brand's strengths and unique selling propositions (like being 'The Coolest Card Store in the World'). Let the quality of your products and the power of your message speak for themselves, supported by confident, assertive copy.

Social Perception

Cool & Trendy, High Quality, Empowering & Voice for Women, Unique & Distinctive, Relatable, Community-Focused

Copy Examples

• •Instagram Post (New Card Arrival): Forget 'Live, Laugh, Love.' How about 'Survive, Sip, Swear'? 🤘 Our new 'Real Talk' card collection just dropped. Because sometimes life calls for more than just a platitude. Link in bio to shop cards that actually get it. #PaperEpiphanies #CardsForRealLife #GirlPower #NewCollection #GiftIdeas
• •Website Banner (Promoting a Sale): Life's too short for boring cards (and paying full price). Stock up on wit, wisdom, and a little bit of wild with 20% off all orders over $50. Go on, treat your damn self. Use code: BOLDMOVES. #PiPH #StationeryAddict #Empowerment #Sale #LetterpressLove
• •Product Description (for a 'Congrats' card): So they did the damn thing. Whether it's a new job, a new home, or just making it through another Monday, this card says 'You're killing it' without the fluff. Letterpress printed in Portland, OR, by women, for everyone who appreciates a little straight-up celebration. Blank inside for your own brand of brilliance. #Congrats #RealTalk #MadeByWomen #PiPHMagic
• •Email Subject Line (Newsletter): Your Weekly Dose of Pep Talks & Paper Goods That Don't Suck ✨
• •TikTok Video Caption (showing a relatable, slightly chaotic moment in the store/office with a card that fits): Current mood: this card. 🫠 Who else needs a reality check wrapped in pretty paper? We got you. #TheCoolestCardStore #PaperEpiphanies #SmallBizLife #Relatable #GirlPower #RetailTherapy @paper.epiphanies