Tono de Marca

Inspirational, calm, encouraging, authentic, and relatable, speaking to the desire for a more intentional and less chaotic lifestyle.

Valores de Marca

• •Intentionality
• •Calm & Mindfulness
• •Aesthetic & Quality
• •Empowerment
• •Authenticity

Mejores Prácticas

• •Lead with "Why": Always start from the core values of calm, intentionality, and mindfulness. Frame your products not just by what they are, but by how they make the user feel (e.g., focused, calm, inspired).
• •Use a Gentle & Encouraging Vocabulary: Incorporate words like "gentle," "mindful," "calm," "intentional," "focus," and "clarity." Avoid aggressive, high-pressure sales language that contradicts the "anti-hustle culture" ethos.
• •Tell a Story: Continue to weave the founder's journey and customer stories into the narrative. Authenticity is key to the brand's appeal, so sharing personal experiences builds a stronger community connection.
• •Maintain Visual and Tonal Consistency: Ensure that the calm, minimalist, and neutral aesthetic is reflected in the language used. The copy should feel as clean and uncluttered as the product designs.
• •Focus on Benefits over Features: Instead of just listing the number of pages or the type of binding, describe the outcome for the user. For example, instead of "50-sheet A4 planner," use "50 opportunities to design a day you love." Highlight how the product helps achieve "calm productivity" and a more organized life.

Percepción Social

Papers & Gems is perceived as a premium, trustworthy, and effective brand, offering tools for self-care and personal growth. It has cultivated an image of a thoughtful, female-founded small business with a "big heart," inspiring users to cultivate better habits in a beautiful and accessible way.

Ejemplos de Copy

• •Find your calm in the chaos. Our Gratitude Journal is more than just a notebook; it's a quiet space to reflect, reset, and focus on what truly matters. Start each day with intention, one gentle prompt at a time. ✨ #CalmProductivity #MindfulMoments
• •Ditch the hustle. Embrace calm productivity. Our Daily Planner Pad is designed to help you organize your thoughts and conquer your day with focus and clarity. #IntentionalPlanning #DeskGoals #StationeryLove
• •Stationery for Big Dreams and Calm Minds. Elevate your daily routine with our minimalist planners and journals, thoughtfully designed to help you feel focused, organized, and inspired.
• •Feeling overwhelmed? Let's plan for a calmer week. Your weekly reset starts here, with tools designed for mindful productivity.
• •This is where your big ideas take root. Wrapped in premium vegan leather and filled with 120 pages of high-quality paper, the Intentions Notebook is your trusted companion for turning dreams into actions. Its minimalist design eliminates distractions, helping you to think clearly, plan purposefully, and create a life you love.