Brand Tone

Empowering, Modern, and Mystical

Brand Values

• •Intuition & Self-Connection
• •Modern Aesthetics & Quality
• •Authenticity & Relatability
• •Empowerment

Best Practices

• •Lead with Empowerment: Always frame the narrative around the user's inherent power and wisdom. Use active, encouraging verbs like "unlock," "discover," "connect," and "trust." The tool (the deck) facilitates, but the user is the magic.
• •Use "Modern Mystic" Language: Blend spiritual concepts with modern, accessible language. Use terms like "intuition," "higher self," and "energy," but pair them with relatable words like "unfiltered," "real," and even "yummy" to keep the tone grounded and fresh.
• •Highlight the Aesthetic and Quality: The luxurious feel is a core part of the brand's appeal. Weave in sensory words that describe the product's quality—"velvety-smooth," "shimmering gold," "satisfying weight"—to reinforce its premium positioning.
• •Maintain the Founder's Authentic Voice: Incorporate Kristine Fredheim's story and "unfiltered" perspective into the copy where appropriate, especially in blogs and emails. This builds a personal connection and differentiates the brand from more corporate competitors.
• •Focus on Ritual, Not Just Readings: Position the cards as part of a daily self-care or mindfulness practice. Use phrases like "elevate your daily ritual," "a moment for yourself," and "your daily connection" to integrate the product into the user's lifestyle beyond just occasional tarot readings.

Social Perception

premium, aspirational tarot brand

Copy Examples

• •Your intuition speaks in whispers. Are you listening? Our Tarot Deck isn’t just about finding answers—it's about remembering the wisdom you already hold. Modern, minimalist, and made for the magic in you. Tap to connect.
• •Beyond Fortune-Telling. This is Soul-Telling. Our decks are crafted to be your key, your guide, your daily ritual. Unlock the conversation with your higher self.
• •Hey beautiful soul, Kristine here. I created Soul Cards because I believe we all have a direct line to the universe. Sometimes, we just need a beautiful tool to help us tune in. This week, let’s explore what it means to truly trust that inner voice. No second-guessing, just pure, unfiltered guidance. Read more on the blog. [Link]
• •Feeling lost in the noise? Clarity is closer than you think. The Soul Cards Tarot was designed to cut through the chaos and connect you to your core. Its minimalist design and intuitive symbols help you focus on what truly matters. Find your signal. Shop the collection.
• •Manifest your magic. The Spells Deck is your personal grimoire, distilled into 36 cards of pure intention. Whether you’re calling in love, clearing your energy, or stepping into your power, these cards are your ritual. Sleek, powerful, and ready to amplify your will. What will you create?