Brand Tone

Imaginative, Elegant, and Empowering

Brand Values

• •Creativity & Self-Expression
• •Quality & Excellence
• •Convenience & Accessibility
• •Community
• •Enchantment & Storytelling

Best Practices

• •Create a Brand Voice Lexicon: Develop a list of on-brand words to use consistently (e.g., enchanting, lush, effortless, curated, macabre, elegant, unencumbered, premium) and words to avoid (e.g., cheap, basic, generic, difficult). This ensures all copy, regardless of the platform, feels cohesive.
• •Lead with Story, Not Just Product: Frame product announcements and descriptions within a narrative. Instead of saying 'New stickers are out,' ask 'What story will you tell?' This aligns with the brand's value of enchantment and inspires the customer's imagination.
• •Emphasize the "Effortless" Benefit: The core differentiator is convenience. Every relevant piece of copy should reinforce how Studio Crisalyn products save time and remove creative friction, allowing customers to focus on the fun part of journaling.
• •Speak the Language of the Community: Use terminology familiar to the journaling world (e.g., spreads, ephemera, junk journal, flip-through). This shows authenticity and demonstrates that the brand is an organic part of the community it serves.
• •Maintain Tone Across All Touchpoints: The elegant and imaginative tone should be present everywhere—from the website's customer service page to Instagram direct messages and the text on the packaging. Consistency builds a strong, memorable brand identity.

Social Perception

Studio Crisalyn is perceived by its audience as a high-quality, innovative, and inspiring brand within the journaling niche. Customers trust the brand for its unique product offerings and the reliability of its 'fussy-cut free' promise. The founder, Fefe, is seen as a credible and talented creator, which adds authenticity and a personal touch to the brand. The community appreciates the brand's active engagement and its role in connecting them with other like-minded artists. There is a strong sense of loyalty, evident in the popularity of the monthly subscription boxes and the high rating across customer reviews.

Copy Examples

• •Unveil the secrets of a bygone era. Our new 'Victorian Macabre Portraits' are fussy-cut free, ready to bring a touch of gorgeous, gothic elegance to your journal. Who will you invite into your pages? #StudioCrisalyn #GothicJournaling #EffortlessEphemera
• •Subject: Your monthly dose of magic has arrived. Body: This month, we wander into an enchanted forest. The 'Autumnal Elegance' subscription box is overflowing with exclusive, fussy-cut free stickers and lush backgrounds designed to capture the fleeting beauty of the season. Limited spots available. Claim your story before it vanishes.
• •Don't just set the scene—step into it. Our Lush Backgrounds are your portal to another world. Each sheet is printed on premium, velvety paper, featuring enchanting scenes that await your story. From misty castles to sun-drenched meadows, these backgrounds make creativity effortless. Where will your art take you today?
• •Studio Crisalyn: Where creativity is unencumbered. Your story, beautifully told.
• •Concept: A fast-paced "before and after" video. The first shot shows a hand struggling to meticulously cut a complex sticker with scissors. The second shot shows a hand effortlessly peeling a "Fussy-Cut Free" sticker from a Studio Crisalyn sheet and placing it perfectly on a journal page. On-screen text: Stop cutting. Start creating. Sound: A magical, sparkling sound effect.