Tono de Marca

Gentle, Whimsical, and Relatably Introverted.

Valores de Marca

• •Creativity & Originality
• •Emotional Honesty
• •Comfort & Quality
• •Simplicity

Mejores Prácticas

• •Prioritize Gentleness: Always use soft, inviting, and non-urgent language. Avoid aggressive sales tactics, "FOMO" (Fear Of Missing Out) language, or overly enthusiastic exclamations. The goal is to comfort, not to shout.
• •Lean into "Show, Don't Tell": Instead of saying a hoodie is "for anxious people," describe a scenario: "The perfect companion for when you've canceled your plans and are happily staying home." Let the whimsical characters and gentle scenarios convey the emotion.
• •Use Simple, Evocative Language: Keep sentences short and clear. Use descriptive words that appeal to the senses of comfort and touch, like "soft-spun," "plush," "cloud-like," and "cozy."
• •Maintain the Artist-Led Voice: Frame communications as coming from a person, not a company. Use "I" and "my" when appropriate, especially in "About" sections or newsletters (e.g., "A new design I've been working on..."). This reinforces the brand's authenticity.
• •Embrace the Quiet & Whimsical: Your copy should feel like a page from a charming storybook. Use playful and imaginative descriptions. Ask gentle, engaging questions in social media captions, like "What adventures will you take this little frog on?" to foster a sense of community and imagination.

Percepción Social

A charming, artist-led small business that offers unique, high-quality "comfort" apparel. Customers perceive it as niche and authentic, strongly aesthetic-driven (associated with "cottagecore," "goblincore," and "cozy" internet aesthetics), and relatable and validating, making them feel seen, especially regarding themes of introversion and anxiety.

Ejemplos de Copy

• •For days when your only plan is to find a soft patch of grass and listen to the world go by. Our new Clover Bear tee is here to help you do just that. 🌿✨ #CrumbMountain #CozyVibes #SlowLiving
• •This hoodie is for contemplating the vastness of the universe from the comfort of your couch. Made from a ridiculously soft cotton blend, it’s the perfect uniform for late-night thoughts, early morning coffee, and everything in between. Gets softer with every existential crisis.
• •A little something for your next quiet day in. New cozy friends have arrived at Crumb Mountain...
• •Wear Your Feelings. Soft clothes for sensitive souls.
• •New little guy coming soon to the shop! What should we name him? 🌱 #ArtProcess #CozyArt #SmallBusiness #AnxiousGhost