Brand Tone

Artisanal, Personal, and Mindful

Brand Values

• •Craftsmanship and Quality
• •Uniqueness and Personalization
• •Community and Giving Back
• •Local Heritage
• •Passion and Legacy

Best Practices

• •Prioritize "Handcrafted" and "Unique": Always lead with the human element. Use words like "handmade," "handcrafted," "artisan," and "one-of-a-kind" to reinforce the value of craftsmanship over mass production.
• •Tell the Story: Weave the brand's origin story and mission into marketing materials. Remind customers that their purchase supports a family business and a community-focused mission, such as planting trees.
• •Use Warm, Evocative Language: Employ words that evoke feeling and purpose—"vision," "memories," "passion," "legacy." This connects the physical product to the customer's personal journey.
• •Emphasize South African Roots: Consistently include "Made in South Africa" or "Handmade in South Africa" to ground the brand in its heritage and appeal to customers who value locally-made goods.
• •Maintain a Personal and Appreciative Voice: In all communications, from social media captions to customer service emails, maintain a tone that is personal, grateful, and service-oriented, mirroring the positive feedback the brand already receives.

Social Perception

Overwhelmingly positive; Customers praise product quality (beautiful, stunning), customer service (brilliant, great), and emotional connection (desire to capture memories).

Copy Examples

• •Uniquely Yours. Just as no two stories are the same, no two of our marbled journals are either. Each handcrafted leather journal features a one-of-a-kind pattern, ready to be filled with your unique thoughts and dreams. Handcrafted with passion in South Africa. #SuricatJournals #Handmade #LeatherJournal #WriteYourStory #MadeInSA
• •Your Vision, Bound in Leather. Don't just buy a journal—create one. With our 'Build A Journal' feature, you choose the leather, the paper, and the details. We bring it to life. Start creating the perfect companion for your thoughts. Plus, every journal sold helps us plant a tree. Design Yours Now
• •More Than a Notebook. It's a Legacy. Discover handcrafted leather journals made with purpose and passion. From our family to yours. [Shop Now]
• •Feel the difference of genuine South African leather. Our Flap Journal is designed for the creative mind on the go. Its 250 pages of quality cream paper welcome every pen, while the unique leather flap protects your most valuable ideas. Every journal tells a story—what will yours say?
• •A Gift for Them, A Tree for the Community 🌱