Brand Tone

Empathetic, supportive, and authentic. The communication feels deeply personal, like coming from a knowledgeable friend who has been through similar struggles, with a gentle and encouraging undercurrent aiming to empower rather than instruct.

Brand Values

• •Authenticity and Lived Experience
• •Destigmatization of Mental Health
• •Practical Support and Empowerment
• •Community and Connection
• •Quality and Thoughtfulness

Best Practices

• •Lead with Empathy: Always approach your audience from a place of understanding. Use phrases like "I know how it feels when..." or "If you're struggling with..." to show you connect with their experience.
• •Stay Personal and Authentic: Continue to share personal stories and the "why" behind the products. Amber's voice is the brand's biggest asset. Avoid corporate jargon and maintain a conversational, first-person narrative.
• •Use Inclusive and Affirming Language: Employ person-first language (e.g., "a person with ADHD") and be mindful of the diverse experiences within the mental health and neurodivergent communities. The goal is to make everyone feel safe and validated.
• •Foster Community Interaction: Actively engage with comments and messages. Ask questions that invite sharing and connection. Position the brand as a hub for a supportive community, not just a seller of goods.
• •Focus on Empowerment, Not Quick Fixes: Frame your products as tools to support a journey, not as miracle cures. Emphasize the user's own strength and resilience, with your products acting as helpful companions along the way.

Social Perception

Overwhelmingly positive; seen as a trusted and valuable resource within the mental health and neurodivergent communities. Perceived as a heartfelt project providing genuine aids for recovery and daily life, building strong loyalty and reputation.

Copy Examples

• •Some days, the waves feel bigger than others. I created these 'Coping with Urges' cards for those very moments. Each one is a gentle anchor, a reminder of the strength you already possess. You're not alone in this. 💙 #CopingSkills #MentalHealthRecovery #YouAreStrong
• •My ADHD brain used to feel like a browser with 100 tabs open. This daily planner is how I started to make sense of the chaos. It's designed to be simple, not overwhelming. What's one small thing you can do for yourself today? ✨ #ADHDtools #Neurodivergent #ExecutiveDysfunction #GentleProductivity
• •Your body is your home, and it deserves kindness. These Body Image Reminder Cards were written from a place of personal recovery, designed to be a gentle voice in moments of struggle. Carry them with you as a reminder to nourish, to rest, and to speak to yourself with the compassion you so freely give to others.
• •Hi everyone, Amber here. Just wanted to pop into your day to remind you that it's okay to not be okay. Healing isn't linear, and every step, no matter how small, is progress. Thank you for being a part of this incredible community. Your stories and support inspire me every day.
• •New stickers are here! 🦋 Each one is a small but mighty reminder of your journey and your resilience. Decorate your world with messages of hope and self-care. Because you deserve to be surrounded by kindness. #MentalHealthMatters #StickerShop #Neurodiversity