Brand Tone

Intellectual & Cultured, Curated & Discerning, Progressive & Critical, Artistic & Aesthetically Aware, Engaging & Stimulating, Passionate

Brand Values

• •Critical Thinking & Intellectual Exploration
• •Artistic Quality & Innovation
• •Social Relevance & Advocacy
• •Bibliodiversity & Independent Publishing
• •Nurturing Imagination & Sensitivity (especially in children)
• •Freedom & Independence

Best Practices

• •Deeply Understand Your Audience: Tailor language to resonate with readers interested in art, critical thought, and high-quality children's literature. Assume a level of intellectual curiosity.
• •Prioritize Clarity and Substance: While the tone can be sophisticated, ensure the core message about the book's content or the brand's value is clear and compelling. Avoid jargon where simpler, impactful language suffices.
• •Embrace a Cultured Vocabulary, but Remain Accessible: Use precise and evocative language that reflects the intellectual and artistic nature of the brand. However, ensure it doesn't become overly academic or alienating, especially for broader promotions or children's book descriptions (where the appeal is also to parents).
• •Reflect Core Values in Every Message: Whether it’s innovation in children's books, the urgency of a social critique, or the beauty of an art essay, let the underlying values of quality, critical engagement, and artistic sensibility shine through.
• •Maintain Visual and Textual Harmony: Ensure the copywriting style complements the sophisticated and often artistic design of their books and online presence. The language should feel as thoughtfully chosen as their illustrations and cover designs.

Social Perception

Highly Respected in Cultural and Literary Circles, Seen as a Purveyor of Quality and Thought-Provoking Content, Progressive and Courageous, Aesthetically Driven, Important for Independent Portuguese Publishing

Copy Examples

• •For a new essay collection on contemporary art: Beyond the canvas. Beyond the discourse. Orfeu Negro invites you to dissect the now, with incisive essays that reframe contemporary art. Dare to see differently.
• •For the "Orfeu Mini" children's book line: Spark wonder. Nurture thought. Orfeu Mini: where award-winning illustration meets stories that grow with your child. Open a book, open a world.
• •For their new fiction line featuring authors like Conceição Evaristo: Voices that resonate. Stories that challenge. Orfeu Negro proudly presents fiction that confronts, explores, and empowers. Read the change.
• •General Brand Awareness / Bookstore Promotion: Curated for the curious mind. From groundbreaking theory to beautifully imagined worlds, Orfeu Negro and Baobá Livraria are your home for books that matter. Explore our collection.
• •Highlighting a book on critical theory (e.g., feminism, decolonial studies): Unravel the structures. Question the norms. Orfeu Negro delivers essential texts that arm your mind for a changing world. Think critically. Read Orfeu Negro.