Brand Tone

Respectful & Appreciative, Passionate & Enthusiastic, Elegant & Sophisticated, Informative & Educational, Approachable Luxury

Brand Values

• •Craftsmanship & Quality
• •Tradition & Heritage
• •Artistic Beauty & Uniqueness
• •Customer Happiness & Connection
• •Accessibility of Art
• •Preservation & Support of Artisans
• •Honesty, Hard Work, Humility
• •Sustainability

Best Practices

• •Emphasize Craftsmanship & Heritage: Always weave in the story of how the pens are made, the traditional techniques employed (Urushi, Maki-e, Ebonite, etc.), and the skill of the artisans. Use words like meticulous, handcrafted, time-honored, legacy.
• •Use Evocative & Sensory Language: Describe the feel of the materials (e.g., warmth of ebonite, smoothness of Urushi), the visual beauty (deep luster, intricate patterns, vibrant colors), and the joy of the writing experience.
• •Maintain a Respectful and Appreciative Voice: Speak about the art forms and cultural heritage with reverence. Acknowledge the time and dedication invested in each piece.
• •Educate and Inform Passionately: Share details about the unique aspects of each pen or collection. Explain what makes a particular material or technique special. Let the passion for the product shine through.
• •Balance Elegance with Accessibility: While the products are premium, the language should remain inviting. Focus on the joy and inspiration the pens bring, making the luxury feel attainable and worthwhile, rather than exclusive or intimidating. Highlight the true values and the mission to make people happy.

Social Perception

Positive Overall, Bridge to Japanese Craftsmanship, Innovative Collaborator, Good Aesthetics and Presentation, Valued for Writing Experience

Copy Examples

• •Headline: Wancher: Where Ancient Artistry Meets the Modern Hand. Body: Discover fountain pens born from centuries of tradition. Each stroke, a testament to the skill of master artisans. Experience the soul of Japan in your writing.
• •Headline: More Than a Pen, It's a Legacy. Body: Crafted from rare ebonite, lacquered with Urushi, adorned with Maki-e. Our Dream Pens are an invitation to own a piece of enduring art, designed to inspire generations.
• •Headline: Feel the Difference. Write the Story. Body: From the warmth of hand-turned wood to the deep luster of traditional lacquer, a Wancher pen is an experience. Uncap yours and let your most inspired thoughts flow.
• •Headline: The Artisan's Touch, The Writer's Joy. Body: We partner with dedicated craftspeople to bring you writing instruments of unparalleled beauty and quality. Explore our collections and find the Wancher pen that speaks to your spirit.
• •Headline: Unlock Your Dreams, One Word at a Time. Body: The Wancher Dream Pen: meticulously crafted to not only preserve timeless artistry but to be the faithful companion to your thoughts, ambitions, and creative journeys.