Brand Tone

Empathetic & Compassionate, Comforting & Supportive, Respectful & Gentle, Personal & Heartfelt, Hopeful & Celebratory (of Life)

Brand Values

• •Empathy & Understanding
• •Remembrance & Honoring Memories
• •Love for Pets
• •Quality & Craftsmanship
• •Personalization
• •Customer Support (Emotional)
• •Solace & Comfort

Best Practices

• •Lead with Empathy: Always approach your audience from a place of understanding their grief. Use gentle, compassionate language. Avoid overly commercial or pushy tones.
• •Focus on 'Cherishing Memories' not just 'Loss': While acknowledging the sadness, frame the products as tools for remembrance, celebration of life, and keeping love alive.
• •Use Soft, Comforting Language: Words like 'gentle,' 'comfort,' 'solace,' 'cherish,' 'heartfelt,' 'beloved,' 'spirit,' and 'legacy' resonate well. Avoid harsh or clinical terms.
• •Maintain Authenticity and Sincerity: Customers seeking memorial products are often in a vulnerable state. Your copy must feel genuine and caring, not like a generic sales pitch. Share real (with permission) customer sentiments or stories if appropriate.
• •Be Consistent Across All Channels: Whether it's a website FAQ, a social media caption, an email, or ad copy, the empathetic, supportive, and respectful tone should be uniform to build trust and reinforce the brand's identity. Ensure imagery also aligns with this tone.

Social Perception

Seen as a Source of Comfort, Appreciation for Quality and Personalization, Trusted to Handle a Sensitive Topic, Community Feel

Copy Examples

• •Headline for a new collection: 'Keep Their Love Close: New Ways to Cherish Your Angel Pet.' Body: 'Losing a furry family member leaves a paw-shaped hole in our hearts. Our newest collection of personalized memorial gifts is designed with love, to help you hold onto those precious memories and find a little comfort in knowing their spirit is always near.'
• •Social Media Post (Instagram/Facebook) with a product image: 'Their favorite spot, their gentle purr, the way they greeted you at the door... Some memories are too precious to fade. Let us help you create a beautiful, lasting tribute to your beloved [Pet's Name/Type of Pet]. Each piece is crafted with care, just for them, just for you. 💖 #PetMemorial #ForeverInOurHearts #MoriceShop'
• •Email to a customer after a purchase: Subject: 'Your Special Keepsake is on its Way, [Customer Name]' Body: 'Dear [Customer Name], We know this is a tender time, and we want to thank you for allowing Morice Shop to help honor your cherished companion. Your personalized [Product Name] has been crafted with the utmost care and is now on its way to you. We hope it brings you a measure of peace and a warm reminder of the love you shared. With heartfelt sympathy, The Morice Shop Team.'
• •Website Banner for a seasonal remembrance (e.g., Rainbow Bridge Remembrance Day): 'Their Light Shines On. This [Occasion Name], honor the pets who filled your life with joy. Explore our heartfelt memorials.'
• •Product Description Snippet (for a custom photo keychain): 'Carry their sweet face with you, always. This personalized photo keychain is more than just an accessory; it's a small, comforting reminder of the unbreakable bond you shared. Upload your favorite photo, and let us create a tiny treasure that keeps their memory alive, close to your heart, every single day.'