Brand Tone

Authentic & Joyful, Empowering & Conscious, Modern & Minimalist, Community-Oriented & Warm, Purpose-Driven & Inspiring

Brand Values

• •Sustainability & Eco-consciousness
• •Authenticity & Representation
• •Community & Connection
• •Quality & Artistry
• •Joy & Celebration

Best Practices

• •Center Black Joy and Authenticity: Always ensure the language used is inclusive, celebratory of Black culture, and allows for genuine expression. Use phrases and cultural references that resonate authentically with the target audience.
• •Highlight Sustainability Naturally: Weave in the eco-friendly aspects (e.g., "crafted with recycled paper," "planet-friendly") as a core part of the product's value, rather than an afterthought. This reinforces a key brand value.
• •Maintain a Warm, Uplifting, and Slightly Playful Voice: Keep the tone positive, encouraging, and relatable. Even when discussing serious values like environmental justice, frame it with hope and empowerment.
• •Emphasize Connection and Community: Use language that fosters a sense of belonging and shared values. Encourage interaction and the celebration of relationships.
• •Keep it Modern and Visually Congruent: Ensure the copy style matches the minimalist, modern, and artistic aesthetic of the products. Use clear, concise language that feels contemporary.

Social Perception

Positive & Respected, Culturally Significant, Eco-Friendly Leader, Inspiring & Black-Owned, Accessible & Appreciated

Copy Examples

• •Instagram Post (Image: A flat lay of a vibrant greeting card and a journal): Authentic connections start here. ✨ Our sustainably made cards and journals are designed to reflect *your* voice and celebrate *your* story. Because every moment deserves to be cherished. #AyaPaperCo #BlackJoy #SustainableStationery #MeaningfulGifts #RepresentationMatters
• •Facebook Ad (Carousel showing different card designs): Say it like you mean it. From birthdays to 'just because,' find the perfect words with Aya Paper Co. We craft eco-friendly stationery that celebrates Black culture and joy, so your message always feels true to you. Shop our collection and spread a little love today! #GreetingCards #EcoFriendly #BlackOwned #CelebrateAuthentically
• •Product Description (For a new journal): Unlock your thoughts, dreams, and plans within the pages of our [Journal Name]. Made with 100% recycled paper and a minimalist design, it’s the perfect canvas for your authentic voice. More than just a journal, it’s a commitment to sustainability and a celebration of you. #AyaPaperCo #Journaling #SustainableLiving #BlackCulture #WriteYourStory
• •Email Subject Line: Feel Seen, Feel Celebrated: New Arrivals from Aya Paper Co. Inside! (Email Body Snippet): At Aya Paper Co., we believe your stationery should be as unique and vibrant as you are. Discover our latest collection, thoughtfully designed to honor Black joy and crafted with the planet in mind...
• •TikTok Video Caption (Video showing someone joyfully writing in a card): That feeling when you find a card that *gets* it. 🙌🏾 Sending love, laughter, and good vibes, the eco-friendly way! Who are you celebrating today? #AyaPaperCo #CardGiving #BlackJoy #SustainableStyle #SupportBlackBusinesses #ModernStationery [Adapting from existing TikTok content style]