Brand Tone

Passionate Artisan

Brand Values

• •Artistry & Craftsmanship
• •Heritage & Tradition
• •Innovation & Uniqueness
• •Passion for Writing Culture
• •Accessibility to Art
• •Community

Best Practices

• •Weave in the "Dream" Narrative: Consistently link the pens back to the brand's philosophy of turning "dreams into reality," emphasizing aspiration, innovation, and the journey of creation.
• •Spotlight the Artisan & Material Story: Go beyond just naming materials; describe their origin, the feel, the meticulous process of application (e.g., "layers of hand-applied Urushi," "the patient artistry of Makie"). This educates and builds appreciation.
• •Use Sensory and Emotive Language: Appeal to touch, sight, and the feeling of connection. Words like "lustrous," "vibrant," "whispers," "legacy," "soul," "passion," "meticulous" will resonate with the brand's tone.
• •Emphasize Uniqueness and Individuality: Highlight what makes Wancher pens distinct – whether it's a specific design, a rare material combination, or the limited nature of a piece. Connect this to the owner's individuality.
• •Balance Artistry with Accessibility: While showcasing high art, ensure the language remains inviting and not elitist. Emphasize that these beautiful tools are meant to be used and enjoyed, fostering a sense of inclusive community for those who appreciate fine writing instruments.

Social Perception

Provider of Unique Aesthetics, Niche Specialist, Ambitious & Innovative, Variable Value Proposition, Developing Brand

Copy Examples

• •Headline: Where Dreams Take Form, and Art Meets Hand. Body: At Wancher, every stroke of Urushi, every intricately laid piece of Raden, is a step closer to a dream realized. Discover fountain pens born from passion, crafted with reverence for tradition, and designed to inspire your unique story.
• •Headline: The Echo of Ancient Craft, The Flow of Modern Ink. Body: Experience the soul of Japanese artistry. Our pens are more than writing instruments; they are a conversation between centuries of technique and your contemporary expression. Hold a Wancher, and feel the heritage.
• •Headline: Dare to Write Differently. Body: Your thoughts are unique. Shouldn't your pen be too? Explore Wancher's world of vibrant Ebonite, lustrous lacquers, and designs that break the mold. It’s time to make your mark with distinction.
• •Headline: From Our Workshop to Your Words: A Journey of Passion. Body: We pour our hearts into sourcing rare materials and perfecting ancient crafts so you can pour your thoughts onto paper. Join the Wancher family, where every pen is a shared passion for the art of writing.
• •Headline: Unlock the Artistry Within Your Grasp. Body: Wancher believes that exceptional craftsmanship shouldn't be out of reach. We bring you meticulously crafted fountain pens, rich with artistic detail, inviting you to elevate your daily writing into a moment of beauty and inspiration.