Brand Tone

Nostalgic, Romantic, and Serene

Brand Values

• •Beauty and Artistry
• •Connection and Thoughtfulness
• •Immersive Storytelling
• •Tangible Experiences
• •Historical Charm

Best Practices

• •Use Sensory and Evocative Language: Write copy that appeals to the senses and emotions. Use words like ink, paper, whispers, charm, romance, and nostalgia to transport the reader into the world of the brand.
• •Tell a Micro-Story in Every Post: Every piece of copy, from a caption to an ad, should hint at the larger narrative. Pose questions, introduce character elements, and create a sense of wonder and anticipation.
• •Emphasize the Tangible Experience: Continuously highlight the unique value proposition: physical mail in a digital age. Use phrases like the joy of a full letterbox, a story you can hold, and a monthly ritual to differentiate from digital products.
• •Focus on the Gifting Angle: Frame the product as the perfect, thoughtful gift. Write copy that speaks directly to the gift-giver, assuring them of the joy and appreciation their recipient will feel all year round.
• •Maintain a Consistent, Gentle Voice: Avoid aggressive sales language, slang, or overly modern phrasing. The brand's voice should always be calm, elegant, and warm, reflecting the serene and nostalgic nature of the product itself.

Social Perception

A Unique and Cherished Gift, High-Quality and Artisanal, A Source of Gentle Joy

Copy Examples

• •The ink is dry on a new chapter. This month, journey back to 1920s Melbourne, where whispers of romance fill the air in the Block Arcade. Who do you know that would cherish the simple joy of a story arriving by post? Tag a friend who loves the magic of handwritten letters.
• •It's 1922, and a story of new beginnings is waiting for you. Subscribe to The Doris Mitchell Letters and receive a beautiful, handcrafted letter each month for a year. Unfold the hopes, dreams, and quiet romances of life in post-war Australia, all inspired by real events. This isn't just a story; it's a keepsake experience, a monthly ritual of peace and nostalgia delivered to your door.
• •Rediscover the lost art of the letter. Stories from 1920s Melbourne, delivered monthly.
• •Give a gift that unfolds all year long. The Tearoom Diaries is an unforgettable story told through twelve beautiful, vintage-style letters mailed directly to your loved one. Perfect for mums, grandmothers, and anyone who deserves a monthly dose of romance and charm. Surprise them with a story today.
• •A letter from the past is waiting for you...