Brand Tone

Friendly, Joyful, Creative, and Conscious

Brand Values

• •Creativity & Originality
• •Joy & Positivity
• •Sustainability & Eco-consciousness
• •Quality
• •Supporting Artists
• •Customer Connection

Best Practices

• •Create a Brand Voice Guide: Document the key elements of your tone (e.g., friendly, joyful, conscious, artistic) with examples of 'do's and don'ts' for language, vocabulary, and even emoji use. Share this with anyone creating content for the brand.
• •Always Lead with Joy and Positivity: Ensure that all communications, from product descriptions to social media replies, aim to uplift and inspire. Focus on the positive impact the products can have.
• •Weave in 'Designed by Jess' and Artist Support: Consistently (but naturally) mention the human element behind the designs. Highlight collaborations and the support for independent artists to reinforce the brand's community and creative values.
• •Be Transparent and Authentic about Eco-Values: Regularly communicate your sustainability efforts. Explain what FSC certified paper means, why plastic-free packaging is important, and any new steps being taken. This builds trust and resonates with conscious consumers.
• •Engage Personally and Empathetically: When interacting with customers (especially on social media or in response to reviews), maintain the friendly, approachable tone. Address concerns with empathy and a clear desire to help, turning even negative feedback into an opportunity to demonstrate brand values.

Social Perception

A small, independent business with a positive association with design & aesthetics and appreciation for eco-friendly practices, but with mixed feedback on quality and service.

Copy Examples

• •Instagram Post (New Print Launch): 'Say hello to sunshine in a print! ☀️ Our brand new [Print Name] design by Jess is here to fill your favourite corner with colour and pure joy. Illustrated with love and printed on beautiful, eco-friendly paper because we love our planet as much as we love happy walls! Link in bio to bring this burst of happiness home. #TerracottaPrints #JoyfulArt #EcoFriendlyHome'
• •Website Product Description (Mug): 'Start your day with a smile and a splash of art! Our [Design Name] illustrated mug isn't just a pretty face – it's designed by Jess to bring a little moment of joy to your daily brew. Crafted with care and perfect for gifting (or keeping all to yourself!). Plus, it arrives in lovely, plastic-free packaging! 🌿'
• •Email Newsletter Subject Line: 'A little box of joy + Our latest eco-friendly arrivals! ✨' Email Body Snippet: 'Hey art lover! We believe that beautiful things shouldn't cost the Earth. That's why we're so excited to share our newest collection of illustrated prints and gifts – all designed to bring a smile to your face and made with sustainable materials. Discover designs by Jess and our talented artist friends, and add a touch of Terracotta joy to your world...'
• •Facebook Ad (Targeting Eco-conscious consumers): 'Decorate consciously! 🌿 At Terracotta Prints, we create vibrant, joy-sparking art prints and gifts that are kind to the planet. Designed by illustrator Jess in Somerset, UK, all our paper goods are FSC certified and our packaging is 100% plastic-free. Find beautiful pieces that reflect your style AND your values. Shop now for art that feels good, inside and out. #SustainableStyle #EcoArt #TerracottaPrintsUK'
• •TikTok Video Caption (Behind-the-scenes): 'Packing up your happy mail! 💌 Each Terracotta Print is designed with love by me (Jess!) and sent off in eco-friendly packaging. Bringing joy to your homes, one colourful print at a time! #SmallBusiness #ArtistLife #EcoFriendly #HappyArt'