Brand Tone

Whimsical, Passionate, and Welcoming

Brand Values

• •Subtlety & Style
• •Community & Connection
• •Passion for Magic
• •Quality & Comfort
• •Joy & Nostalgia

Best Practices

• •Maintain a "Magic" Keyword List: Create a go-to list of words and phrases (e.g., wonder, magical, adventure, dream, sparkle, happily, journey, enchanted) to sprinkle consistently throughout all copy, from product titles to emails.
• •Speak from a Fan's Perspective: Always write as if you are a passionate member of the community. Use "we" and "our" to create a sense of shared enthusiasm and address the customer with a familiar, friendly tone.
• •Focus on Feeling, Not Just Features: Instead of just describing a shirt's material, describe the feeling it evokes—nostalgia, comfort, joy, or the thrill of an impending adventure. Connect the product to a memory or an emotion.
• •Emphasize Subtlety and Style: In your descriptions, consistently highlight that the designs are "subtle," "modern," "minimalist," or "stylish." This reinforces a key value proposition that differentiates the brand from official merchandise.
• •Stay Positive and Aspirational: The brand's tone is uplifting. All copy, including any potential customer service responses, should remain positive, cheerful, and focused on delivering a magical experience. Avoid cynical or overly casual language.

Social Perception

The brand is likely perceived by its customers as a niche, "in-the-know" shop for high-quality, fan-designed merchandise. It positions itself as a more thoughtful and stylish alternative to official, mass-produced merchandise. The perception is that of a small business run by genuine fans for other fans.

Copy Examples

• •Ready for your next adventure? ✨ New arrivals inside.
• •Wrap yourself in the magic of your favorite fairy tale. Our cozy castle sweatshirt is designed for dreamy days and park nights, with a subtle touch of happily ever after. The perfect way to keep the wonder with you, wherever you go.
• •Wear Your Wonder. Subtle, stylish apparel inspired by the most magical places on Earth.
• •That feeling of walking down Main Street? We bottled it. Shop our collection of park-inspired tees and sweatshirts and carry the magic with you every day.
• •Wish Upon A Store was born from a love of cinematic stories and theme park adventures. We create the apparel we always wanted to wear: comfortable, stylish, and full of subtle magic for the discerning fan.