Brand Tone

friendly, playful, enthusiastic, and whimsical

Brand Values

• •Joy and Happiness
• •Authenticity
• •Cuteness (Kawaii Culture)
• •Quality
• •Fandom and Collectibles

Best Practices

• •Embrace "Kawaii" Language: Consistently use words and phrases that evoke cuteness, joy, and playfulness (e.g., adorable, magical, sparkle, sweet, yay, happy, smile).
• •Be Enthusiastic and Positive: Let excitement for the products and the kawaii culture shine through in every piece of copy. Use exclamation points appropriately to convey energy.
• •Focus on the Customer's Joy: Frame product benefits around the happiness, comfort, and delight they will bring to the customer.
• •Keep it Light and Approachable: Avoid overly formal or technical language. The tone should feel like a friendly conversation with a fellow kawaii enthusiast.
• •Visual Consistency: Ensure that the playful and cute tone of the copy is mirrored in the visuals used on the website and social media, creating a cohesive brand experience.

Social Perception

trusted and reputable source for authentic kawaii merchandise

Copy Examples

• •Headline for New Sanrio Arrivals: "Unlock a World of Cuteness! ✨ Our Newest Sanrio Treasures Have Arrived to Make You Smile!"
• •Instagram Caption for a Plushie: "Warning: May cause extreme happiness! 🥰 Snuggle up with our latest [Character Name] plushie – it's pure, huggable joy!"
• •Email Subject Line for a Sale: "Kawaii Alert! 🎉 Your Favorite Cute Collectibles are Now on Sale – Don't Miss Out on the Magic!"
• •Product Description Snippet for Stationery: "Make every note a masterpiece of cuteness! 📝 Our [Product Name] stationery isn't just adorable, it's a little sprinkle of joy for your desk."
• •TikTok Video Hook: "Wait for it...🤯 The cutest unboxing you'll see all day! Which Sanrio friend will it be?"