Brand Tone

Creative, Inspiring, and Supportive

Brand Values

• •Creativity & Self-Expression
• •Accessibility & Convenience
• •Quality & Detail
• •Community Focus

Best Practices

• •Use Evocative and Sensory Language: Employ words that evoke feelings of nostalgia, creativity, and artistry. Use adjectives like "grungy," "delicate," "textured," "dreamy," and "enchanting" to describe the products' aesthetics.
• •Focus on the "Why," Not Just the "What": Instead of just listing what a kit contains, explain what the customer can *create* with it. Frame products as tools for memory-keeping, self-expression, and artistic journeys.
• •Maintain a Supportive and Encouraging Voice: Use empowering phrases like "Unleash your creativity," "Designed for you to create," and "Start your project today." This builds a relationship where the brand is a partner in the customer's creative process.
• •Be Clear and Helpful: Provide clear, concise instructions and information. The current practice of explaining digital file types, print quality variables, and commercial use terms is excellent and should be continued to build trust.
• •Speak the Language of the Community: Continue using terms familiar to the audience, such as "junk journal," "ephemera," "fussy cuts," and "grunge." This shows the brand is an authentic and knowledgeable member of the crafting world.

Social Perception

Overwhelmingly positive, perceived as highly trusted, a high-quality provider, and an inspirational resource within the crafting community.

Copy Examples

• •Breathe life into your journal with our 'Enchanted Garden' collection. Each of these 12 high-resolution digital papers is filled with delicate, vintage-inspired blooms and soft, dreamy textures. Perfect for crafting a page that feels like a secret escape. Download instantly and let your creativity blossom.
• •Inspiration inside: New gothic grunge papers for your darkest creations.
• •Your story, your art. Thousands of printable papers to help you tell it. Find your next project-starting design inside.
• •Stuck on a blank page? Our easy-to-use junk journal templates are the perfect starting point. Designed for both beginners and seasoned artists, these printable layouts help you build beautiful, complex journals with ease. Just download, print, and create.
• •Fuel your passion for papercraft. For a limited time, get 40% off when you purchase any four kits. It’s the perfect moment to stock up on inspiration and bring your most ambitious journal ideas to life.