Brand Tone

friendly, playful, and heartfelt

Brand Values

• •Joy and Fun
• •Authenticity and Passion
• •Cultural Fusion
• •Handmade Quality

Best Practices

• •Maintain a Personal Voice: Continue to use "I" and "we" in communications to maintain the personal, heartfelt connection established by the founder. This makes the brand feel more like a person and less like a corporation.
• •Incorporate Playful and Joyful Language: Use words and phrases that evoke happiness, fun, and lightheartedness. Terms like "yummy," "fun," "dream," and "play" are central to the brand's identity.
• •Use Emojis Thoughtfully: The selective use of emojis (like the onigiri 🍙) on the website and social media aligns with the playful tone. Continue this practice to add visual charm and emotional context.
• •Tell the Story: Regularly share the "why" behind the products – the inspiration from Japanese culture, food, and the founder's personal journey. This reinforces the brand's authenticity and values.
• •Engage with the Community Warmly: In all interactions, from social media comments to customer service emails, maintain a friendly, approachable, and helpful demeanor consistent with inviting someone to "come say hi!"

Social Perception

a charming and unique small business; a space where Aotearoa meets Japan; positive and community-oriented image, fostering a sense of belonging and discovery.

Copy Examples

• •Wear a little piece of Japan! Our new Onigiri tee is designed to add a sprinkle of fun to your wardrobe. Hand-drawn and made with love, it’s a reminder to find joy in the little things. Get yours and make today a 'Funday'!
• •Wellington, we're popping up! Come find us this Saturday for some warm, delicious, homemade taiyaki. We can't wait to share our love for Japanese treats with you. Say hi and grab a bite!
• •Do you dream of Japanese snacks? So do we! At Tanuki & Co, we turn our foodie passions into fun, original goods that will brighten your day. From sushi-themed earrings to ramen-inspired hats, find your new favorite thing.
• •A little note from our corner of the world where Japan meets Aotearoa. This month, we've been busy creating new sticker designs inspired by our favorite festival foods. Check out the new collection and bring a piece of the fun home with you.
• •Welcome to Tanuki & Co! Original Japan-inspired goods designed to make you smile. Explore our world of playful creations and find something that speaks to your heart.