Brand Tone

Inspiring, Creative, Warm, Welcoming (“Hygge”), Friendly, Approachable, Calm, Gentle, Playful, and Joyful

Brand Values

• •Creativity
• •Hygge
• •Joy
• •Aesthetics
• •Good Finds (Affordability & Value)
• •Ever-Changing (Renewal)
• •Customer Experience
• •Responsibility

Best Practices

• •Embrace the "Anna and Clara" Persona: Write as if the two sisters are speaking to the customer – one often inspiring creativity (Anna) and the other offering gentle, practical advice (Clara). Use their names to introduce products or ideas.
• •Infuse "Hygge" Naturally: Don't just mention the word; evoke the feeling through descriptions of warmth, coziness, contentment, simple pleasures, and shared moments.
• •Focus on Inspiration and Gentle Encouragement: Frame product benefits around creativity, joy, and making everyday life more beautiful, rather than aggressive sales tactics. Use gentle calls to action.
• •Maintain a Calm, Kind, and Slightly Whimsical Tone: Use soft language, positive framing, and a touch of storytelling. Avoid overly trendy slang or a corporate voice. The language should feel timeless and universally appealing.
• •Highlight Renewal and Discovery (Subtly): Emphasize the arrival of new, often limited-edition items to create a sense of gentle excitement and encourage regular engagement, while also promoting mindful purchasing.

Social Perception

Charming, Unique, Good Value for Money, Inspiring, A "Treasure Hunt", A Go-To for Gifts and Small Home Items, Associated with "Hygge" and Scandinavian Lifestyle

Copy Examples

• •Instagram Post (New Mug Collection): "Anna and Clara believe that even the simplest moments, like a quiet cup of tea, deserve a touch of beauty. Discover their latest collection of earthenware mugs, each designed to bring a little ‘hygge’ to your day. Which one will you choose for your cozy corner? ✨ #SostreneGrene #HyggeHome #SimpleJoys #NewCollection"
• •Website Banner (DIY Craft Supplies): "Unleash your inner artist! Anna has gathered a delightful array of colourful yarns, beads, and papers, perfect for your next creative adventure. What wonderful things will you bring to life today? Explore our DIY wonders. #SostreneGreneDIY #CreateWithAnnaAndClara #CraftSupplies"
• •Facebook Ad (Seasonal Decor): "As the seasons turn, let joy blossom in your home. Clara has thoughtfully selected charming new decorations to welcome the fresh feeling of spring. Little finds, big smiles. Visit us in-store or online to discover the magic. #SostreneGreneSpring #HomeDecor #JoyfulLiving"
• •Product Description (Scented Candle): "Let a gentle fragrance fill your sanctuary. Anna and Clara’s newest scented candle, with notes of wild rose and warm vanilla, is crafted to create moments of pure contentment. Light it, breathe deeply, and feel the ‘hygge’ embrace you. A small delight for your senses. #SostreneGreneCandles #EveningHygge #RelaxAndUnwind"
• •Email Subject Line (Weekly New Arrivals): "A little something new from Anna and Clara to inspire your week! 💌 Email Body Snippet: Dear friend, This week, Anna has found the most delightful little storage boxes, perfect for keeping your treasures tidy, while Clara has been busy arranging a charming new collection of small furniture pieces. We hope these finds bring a smile to your face and a touch of wonder to your home. Remember to only choose what you truly need and love. With warm wishes, Anna and Clara."