Brand Tone

Empathetic, Playful, Relatable, Authentic, and Encouraging (with a touch of realism)

Brand Values

• •Empathy
• •Mental Well-being & Self-Care
• •Authenticity & Relatability
• •Creativity & Originality
• •Community & Connection
• •Playfulness & Joy
• •Handmade & Local Support
• •Helpful & Effective

Best Practices

• •Emphasize Tanvi Parulkar's personal experiences with anxiety, ADHD, and depression to maintain authenticity.
• •Incorporate 'silly drawings' and humor to make mental health discussions approachable and less intimidating.
• •Use empathetic and supportive language to connect with the audience on a personal level and foster a sense of community.
• •Highlight the 'artist-owned' and 'handmade' aspect to showcase the brand's commitment to original designs and local vendors.
• •Feature customer reviews and testimonials that praise the products' positive impact on mental well-being to build trust and credibility.

Social Perception

A supportive and creative brand that provides relatable and humorous tools for mental well-being, fostering a sense of community and making individuals feel understood and less alone.

Copy Examples

• •"Illustrations for your inner child! Making you feel seen and less alone."
• •"Silly drawings for serious feelings."
• •"Creating playful, non-intimidating tools for daily mental health care that inspire curiosity, encouragement, peace, and a sense of belonging."
• •"Our Ominous Positivity Cards: A grounded, slightly cheeky approach to positivity."
• •"Think 'feel-good,' 'illustrated,' and often 'funny' products with themes of healthy productivity and planning."