Brand Tone

Friendly and Approachable, Heartfelt and Sincere, Whimsical and Creative, Proudly New Zealand / "Kiwi", Conscious and Caring

Brand Values

• •Connection: Helping people maintain and strengthen relationships through thoughtful gestures.
• •Quality: Offering high-quality, beautifully designed products.
• •Authenticity & Local Pride: Celebrating New Zealand culture and supporting local design and production.
• •Sustainability: Operating in an environmentally responsible manner.
• •Customer Focus & Excellent Service: Prioritizing customer satisfaction and providing a personal touch.
• •Creativity & Design: Valuing unique, modern, and appealing aesthetics.

Best Practices

• •Always Inject Warmth and Personality: Use friendly, conversational language. Address customers directly (e.g., "you," "your loved ones"). Avoid overly formal or corporate jargon.
• •Highlight "Kiwi-ness" Authentically: Weave in references to New Zealand culture, nature, or colloquialisms where appropriate and natural. Emphasize local design and production.
• •Emphasize Connection and Emotion: Focus on the "why" behind sending a card – celebrating moments, showing love, bridging distances. Use emotive words.
• •Showcase Sustainability Efforts Subtly but Consistently: Mention eco-friendly materials or charitable contributions as part of the brand's commitment, reinforcing their caring values.
• •Maintain Visual and Verbal Consistency: Ensure that the tone of the copy aligns with the visual style of the website and social media – which is currently clean, modern, creative, and cheerful. Use emojis thoughtfully to enhance warmth and playfulness where appropriate for the platform.

Social Perception

Trusted and Reliable, High Quality and Unique, Personal and Caring, Eco-conscious, Convenient

Copy Examples

• •Facebook/Instagram Ad (Focus on Connection): Bridging the miles, one beautiful card at a time. 💌 Send a piece of your heart to loved ones in New Zealand, no matter where you are in the world. We'll even handwrite your message for that extra personal touch! Shop our locally designed cards today. #ThePaperPeopleNZ #SendingLove #KiwiMade
• •Website Homepage Banner (Highlighting NZ Identity & Quality): Discover Greeting Cards with a True Kiwi Heart. 🌿 Beautifully designed in New Zealand, printed on quality, sustainable paper. Find the perfect card to make someone's day. #ShopLocalNZ #PaperLove
• •Email Newsletter Snippet (Promoting New Designs & Sustainability): Fresh off the press! ✨ Check out our latest collection of greeting cards – bursting with Kiwi charm and designed to bring smiles. Plus, feel good knowing every card you send helps us plant native trees across Aotearoa. [Link to New Collection] #SustainableStationery #NZArtists
• •Instagram Caption for a Product (Whimsical & Friendly): Know someone who deserves a little ray of sunshine? ☀️ Our 'Fantail Flutter' card is sure to brighten their day! Lovingly designed in our Dunedin studio. Tap to shop and send some cheer! #HappyPost #NZBirds #ThePaperPeople
• •Facebook Post (Emphasizing Personal Service): Can't be there in person? Let us help! Choose a card, add your heartfelt message, and we'll take care of the rest – from writing it out to popping it in the post. It's like sending a hug through the mail. 😊 #PersonalisedCards #ThinkingOfYouNZ