Brand Tone

Artistic & Creative, Playful & Joyful, Mindful & Relaxing, Friendly & Approachable, Slightly Whimsical & Chic, Enthusiastic & Passionate

Brand Values

• •Art & Design Appreciation: Collaborating with and showcasing artists is a core tenet.
• •Mindfulness & Well-being: Providing products that promote relaxation and mental calm.
• •Playfulness & Fun: Encouraging adults to engage in playful activities.
• •Quality & Craftsmanship: Creating well-made, beautiful products. Some puzzles use recycled paper and vegan ink.
• •Creativity: Offering tools for creative expression.
• •Connection: Fostering connection through shared activities (family game time) or through appreciating art.
• •Australian Owned & Female Founded: This is often highlighted in their story and by retailers.

Best Practices

• •Lead with Art & Aesthetics: Always highlight the design and the artist. Use visually rich language. Think \"beautiful,\" \"stunning,\" \"vibrant,\" \"intricate.\"
• •Embrace Playful Sophistication: Combine a sense of fun and joy with an appreciation for quality and style. Avoid overly childish language but keep it light and engaging.
• •Weave in Mindfulness: Consistently mention the calming, relaxing, and screen-free benefits of the products. Use words like \"unwind,\" \"escape,\" \"serene,\" \"focus.\"
• •Be Enthusiastic & Authentic: Let genuine passion for the products and the creative process shine through. Share the \"why\" behind the brand.
• •Foster Community & Connection: Encourage interaction, feature user-generated content, and tell the stories of the artists and the brand founders to create a personal connection.

Social Perception

Journey of Something is perceived as a provider of high-quality, aesthetically pleasing puzzles and creative kits that are more \"art\" than just a pastime. Customers appreciate the unique designs, the collaborations with artists, and the mindful activity the products offer. The brand is seen as a good source for gifts, particularly for those who appreciate art and design. There's a strong association with style, creativity, and relaxation. The Australian roots and female-founder story likely resonate positively with a segment of their audience.

Copy Examples

• •Unwind your mind and unleash your inner artist ✨ Our latest 1000-piece beauty, 'Cosmic Bloom' by the incredible [Artist Name], is here to transport you to a world of vibrant color and serene focus. Who’s ready for a mindful escape this weekend? #JourneyOfSomething #ArtfulPlay #MindfulPuzzles #NewCollection #ArtistCollaboration
• •Screen tired? Find your calm in the chaos. Journey of Something offers beautifully designed puzzles and art kits that help you disconnect and rediscover the joy of creating. Perfect for me-time or a relaxing evening with loved ones. ✨ Shop mindful play today. [Link] #Mindfulness #DigitalDetox #CreativeOutlet #RelaxAndCreate #JourneyOfSomething
• •Become the artist you've always dreamed of being! Our 'Sunset Serenity' Paint by Numbers kit has everything you need to create a stunning masterpiece, no experience necessary. It’s more than just painting; it’s a journey into color, a moment of peace, and a beautiful piece of art for your home, made by YOU. #PaintByNumbers #DIYArt #CreativeJourney #RelaxationStation
• •Art, Play, & a Sprinkle of Joy Just For You! ✨ Inside: New Arrivals + Artist Spotlight!
• •Puzzles too pretty to put away. 😍 Discover Journey of Something's collection of artist-designed jigsaws that double as stunning home decor. Perfect for a mindful challenge and a beautiful art piece. #DesignerPuzzles #ArtForYourHome #JigsawJoy #PuzzlesOfInstagram #JourneyOfSomething