Brand Tone

Friendly and Approachable, Caring and Empathetic, Informative and Helpful, Positive and solution-oriented, Playful and Modern

Brand Values

• •Comfort and Well-being
• •Hypoallergenic Quality/Safety
• •Sustainability and Durability
• •Customer-Centricity
• •Innovation
• •Positive Work Environment
• •Timeless Design

Best Practices

• •Embrace "Snäll" (Kindness): Let the core meaning of "Snälla" (kind, nice, gentle) permeate all communication. Use warm, empathetic language. Address customer pain points with understanding and offer your products as a gentle solution.
• •Prioritize Comfort and Problem-Solving: Always highlight the unique comfort benefits (flat back, lightweight, sleep-in) and the hypoallergenic, nickel-free aspect. Frame the product as a solution to common earring problems.
• •Be Personable and Relatable: Share stories from the founder and team (like Marie's). Use "we" and address the customer directly ("you," "your ears"). Keep the tone conversational and avoid overly formal or technical jargon where possible.
• •Educate Gently: Inform customers about the benefits of titanium, the flat-back design, and how to care for their earrings in a helpful, non-patronizing way. Use clear, simple language.
• •Infuse Positivity and Joy: Focus on the positive outcomes of using Snälla Alice earrings – the ability to wear beautiful jewelry without discomfort, the confidence it brings, the durability and sustainability. Use uplifting words and emojis where appropriate (especially on social media).

Social Perception

Problem Solver, High Quality and Trustworthy, Innovative, Ethical and Conscious, Friendly and Relatable, Award-Winning

Copy Examples

• •Headline: Sleep Soundly, Sparkle Brightly. Snälla Alice: Kind to your ears, all day, all night. ✨ Body: Tired of earrings that poke and irritate? Our hypoallergenic titanium earrings feature a unique flat back, so you can wear your sparkle 24/7 – literally! Discover comfort that doesn’t compromise on style. #SnallaAlice #ComfortEarrings #HypoallergenicJewelry
• •Headline: Your Ears Deserve Kindness. Meet Snälla Alice. ❤️ Body: We believe beautiful earrings shouldn't be a pain. That’s why our founder, Josefine, designed Snälla Alice – stunning, 100% nickel-free titanium earrings you can live in. Gentle, secure, and oh-so-comfortable. Ready to make the switch? #SensitiveEarsSolution #TitaniumEarrings #AllDayWear
• •Headline: Mix, Match, and Love Your Look! (Without the Ouch!) 😉 Body: Got an odd number of piercings? Or just love to create your own style? With Snälla Alice, you can buy single earrings to perfectly match your vibe. Sustainable, stylish, and super comfy thanks to our flat-back design. Explore the possibilities! #SnallaAliceStyle #MixAndMatchEarrings #SustainableSparkle
• •Headline: From Our Workshop to Your Ears, With Love & Titanium. 🥰 Body: Every Snälla Alice earring is designed with passion for both function and style right here in Gothenburg. We’re a small team dedicated to making your everyday a little more beautiful and a lot more comfortable. Experience the Snälla Alice difference! #MadeWithCare #SwedishDesign #EarringLove
• •Headline: Finally! Earrings You Can FORGET You’re Wearing (But Everyone Else Will Notice!). ✨ Body: So light, so comfortable, so kind to your skin. Snälla Alice titanium earrings with their signature flat back and secure screw-on fit mean you can go about your day (and night!) without a second thought. Just effortless style, day in, day out. #EffortlessStyle #Hypoallergenic #SecureFitEarrings