Copy Style Guide

Welcome to our style guide, the key to clear and consistent content across channels. Our voice is friendly, personal, and straightforward—an integral part of our brand.

Under the Danica umbrella, we have five distinct brands, each with its unique voice and personality. This guide will help you maintain our overarching tone while allowing creative freedom to explore the nuances that make each brand special.

Access Danica Brand Resources

Frequently Used Copy

  • Mission Statement

    We strive to be The Company You Keep
    by providing design, product and
    service with integrity.

  • Company Description

    Danica creates modern home and living decor products that deliver color, pattern, and thoughtful design. Brimming with vitality, each collection is composed with quality, function and joy top of mind.

  • Our Story

    Danica is a market leader in houseware, giftware, and home furnishing design. With five distinct brands under the Danica umbrella, we offer an engaging and dynamic range of products. Family-owned with a global reach, we’ve evolved from our roots as a source of classic kitchen textiles in North America in the 1960s.

  • Our Values

    Danica exemplifies its values of integrity, creativity, and inclusiveness by giving back to our community, both local and global, and striving to continually innovate and improve our sustainable business practices. We demonstrate responsible global citizenship, recognizing the interconnectedness of all communities and our shared environment.

Cross-brand guidelines

  • American Spelling

    All Danica copy should use American spelling.

    Color, Humor
    Incorrect: Colour, Humour

    Fiber, Center
    Incorrect: Fibre, Centre

    Catalog
    Incorrect: Catalogue

    Organize
    Incorrect: Organise

    Traveler
    Incorrect: Traveller

  • Brand Names

    Use title case for the Danica brand names, with lower-case 'by', when applicable:

    Now Designs by Danica
    Danica Heirloom
    Danica Studio
    Danica Jubilee
    Ecologie by Danica

  • Use an Active Voice

    Strive to use the active voice whenever possible rather than passive voice.

    Example: Swedish Sponge Towels can be used to wipe pets' paws should be replaced with use a Swedish Sponge Towel to clean your pup's muddy paws after a rainy walk. This inserts the reader into the scenario and helps them picture themselves incorporating the product into their daily routine.

  • Commonly Used Terms

    Dishtowel · Kitchen towel
    Incorrect: Tea Towel, Dish Towel

    Serveware
    Incorrect: Serve Ware

    Swedish Sponge Cloth
    Incorrect: Swedish sponge cloth, Swedish dish cloth, Swedish dishcloth, Swedish Dishcloth

    Block print
    Incorrect: Block-print, Block Print (Title Case)

    Rustic
    Incorrect: Boho

Now Designs by Danica

Now Designs is our tribute to the tastes and textures that inspire us to explore, create and gather to share culinary experiences. From harvesting our own herbs, farmer’s market fresh finds to an al fresco feast, our collection offers high-quality kitchen and dining essentials that celebrate and support the joy of living well. With reimagined classic patterns and an abundance of colors and tones to appeal to every taste, Now Designs offers the perfect ingredients for you to express, enjoy and share your love for all things culinary.

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Brand Statement

New and now with a traditional touch. Kitchen and dining essentials for every taste.

Brand Statement

New and now with a traditional touch. Kitchen and dining essentials for every taste.

The Voice

Now Designs' voice is romantic and traditional with a technical angle. It's used to share design inspiration paired with functional product information.

The Voice

Now Designs' voice is romantic and traditional with a technical angle. It's used to share design inspiration paired with functional product information.

Example

A vintage-inspired reindeer fashions a festive red bow and antlers adorned with ornaments, birds and greenery. Pencil crayon textures add nostalgic charm.

Bold = Technical details
Italic = Romantic Language
Bold Italic = Traditional elements

Example

A vintage-inspired reindeer fashions a festive red bow and antlers adorned with ornaments, birds and greenery. Pencil crayon textures add nostalgic charm.

Bold = Technical details
Italic = Romantic Language
Bold Italic = Traditional elements

Danica Heirloom

A deep passion for craftsmanship, handmade goods, ethical production, and uncompromising quality compelled us to create Heirloom. We take inspiration from the quality of cherished items that last generations, and from our intertwined global community of artists who make, create, and share the products that bring us together. Created with earth tones, jewel palettes, and a love of travel, Heirloom encompasses a spirit of global citizenship and well-traveled design. Travel the globe and redefine home decor with Heirloom.

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Brand Statement

Vibrant gifts and goods that cultivate kindness and spark joy.

Brand Statement

Vibrant gifts and goods that cultivate kindness and spark joy.

The Voice

Heirloom's voice is classic, detail-oriented and beautiful. It focuses on telling a story in a vibrant, lyrical tone.

The Voice

Heirloom's voice is classic, detail-oriented and beautiful. It focuses on telling a story in a vibrant, lyrical tone.

Example

Cool marble paired with wood makes a sophisticated presentation of cheese, charcuterie, breads, olives and salts. Natural colors and veining add to the unique quality of each piece.

Bold = Storytelling
Italic = Lyrical tone
Bold & Italic = Detail oriented

Example

Cool marble paired with wood makes a sophisticated presentation of cheese, charcuterie, breads, olives and salts. Natural colors and veining add to the unique quality of each piece.

Bold = Storytelling
Italic = Lyrical tone
Bold & Italic = Detail oriented

Danica Studio

Danica Studio was founded in 2009 in Vancouver: a city where ocean, forest, and islands converge against a mountainous backdrop. This unique setting – along with a healthy dose of wanderlust and imagination – sparks daily inspiration for our design team. Together, they collaborate on patterns and images that reflect a shared love of textiles, travel, and the beautiful city they call home. Their passion and creativity create the foundation from which our products come to life. We invite you to explore the bold, inviting, and ever-evolving world of Danica Studio.

Access Danica Studio Brand Resources
Brand Statement

A creative mix of bold, modern & inspired designs

Brand Statement

A creative mix of bold, modern & inspired designs

The Voice

Danica Studio's voice is sophisticated and straight-forward with a poetic touch.

The Voice

Danica Studio's voice is sophisticated and straight-forward with a poetic touch.

Example

Fans of feathers swoop and soar in a palette of ochre, navy and peach. Graceful lines come together in a playful pattern of cranes and clouds. Tassels and metallic gold details elevate this aerial assembly.

Bold = Straight-forward
Italic = Sophisticated
Bold & Italic = Poetic tone

Example

Fans of feathers swoop and soar in a palette of ochre, navy and peach. Graceful lines come together in a playful pattern of cranes and clouds. Tassels and metallic gold details elevate this aerial assembly.

Bold = Straight-forward
Italic = Sophisticated
Bold & Italic = Poetic tone

Danica Jubilee

For the young soul, the free spirit, the animal lover, or the one who simply appreciates a good laugh,
Danica Jubilee is the perfect companion. This joyful collection is a celebration of the simple things that bring color, vibrancy, and inspiration to our lives. From designs and motifs that celebrate watching your garden grow, touring your town by bike, to encouraging messages, Jubilee reminds us that we all have the power to cultivate kindness in our community and to make our world a better place. An eclectic collection that connects us all with heartfelt gift ideas and items for our homes - let Jubilee be the reason you smile today!

Access Danica Jubilee Brand Resources
Brand Statement

Vibrant gifts and goods that cultivate kindness and spark joy.

Brand Statement

Vibrant gifts and goods that cultivate kindness and spark joy.

The Voice

Jubilees' voice is playful and pun-forward. Use a light, conversational tone. Pretend you are speaking with someone face to face.

The Voice

Jubilees' voice is playful and pun-forward. Use a light, conversational tone. Pretend you are speaking with someone face to face.

Example

RAWR! From t-rex to pterodactyls, this dino-mite collection is
100% kid-approved, from the lunch room to the kitchen.

Bold = Playful language
Italic = Puns, word-play

Example

RAWR! From t-rex to pterodactyls, this dino-mite collection is
100% kid-approved, from the lunch room to the kitchen.

Bold = Playful language
Italic = Puns, word-play

Ecologie by Danica

Ecologie is the natural result of our deep passion for environmental sustainability and creative design, bringing a little thoughtful beauty to your world. Authentically made in Sweden, our sponge cloths are equal parts stylish and effective. Turn one-time use paper towels and plastic into a thing of the past with Ecologie. Our beeswax wraps and bags offer an array of colors and patterns for reusable storage. Explore our collection and discover why sustainable living has never been so vibrant – or so fun!

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Brand Statement

Sustainable alternatives bring thoughtful beauty to the home

Brand Statement

Sustainable alternatives bring thoughtful beauty to the home

The Voice

Ecologie's voice is fun, positive, relatable, practical, and encouraging. It helps you make sustainability fun, easy, and part of your daily life.

The Voice

Ecologie's voice is fun, positive, relatable, practical, and encouraging. It helps you make sustainability fun, easy, and part of your daily life.

Example

A merchandise friendly educational sign highlights the benefits of Swedish Sponge Cloths and how they return full circle back to nature.

Bold = Earth Conscious
Italic = Informative
Bold & Italic = Friendly, joyful

Example

A merchandise friendly educational sign highlights the benefits of Swedish Sponge Cloths and how they return full circle back to nature.

Bold = Earth Conscious
Italic = Informative
Bold & Italic = Friendly, joyful

Ecologie Style Guide

  • Focus on creating

    Lead with what a person can add to their sustainability routine rather than what they're taking away. 

    Example: lead with say hello to your new best cleaning friend rather than say goodbye to paper towels.

    We can still say "say goodbye to paper towels", but don't open a paragraph with it so we start with a positive rather than a negative, and also so we don't immediately call to mind single-use products

  • Don't invoke guilt

    Never shame customers for using single-use products (Gillian and I admitted we both still have paper towels on hand and use them for things like pet accidents and other gross tasks, etc). Instead, we want to gently encourage people to make small, sustainable swaps in their life by incorporating earth-friendly reusable products like our sponge cloths.

  • Help and introduce

    Language should focus on helping people build new habits by introducing sustainable products into their routines, one small, realistic step at a time.

  • Highlight environmental and financial sustainability

    We can invoke the affordability aspect as well as the sustainability aspects of Ecologie products – you don't have to purchase as many paper towels, and you'll probably end up reducing your chores due to not having to take out the trash so often with paper towels filling up your bin

  • Keep it positive

    Avoid any words/descriptors that bring to mind something unpleasant, even if it's in contrast to our product.

    Example: don't refer to stinky, smelly, or slimy kitchen sponges - instead refer to a quick-drying, fresh, and ready to reuse sponge cloth

  • Add value

    We can share product tips and usage PSAs to make customers feel guided and supported in their sustainability journey.

    Example: this is how to get the most out of your sponge cloth, etc.

    • Nothing worse than trying to do the right thing by making a sustainable switch and then giving up and getting jaded because it doesn't work as well as the less sustainable option

  • Get specific

    We can get specific in our messaging to lean into relatability (and bring in a bit of cheekiness - not too much though).

    Example: your Swedish Sponge Cloth makes breakfast a breeze by rounding up toaster crumbs and stray coffee grounds, leaving your countertops clean and ready for your next culinary adventure.

  • Use an active voice

    Strive to use the active voice whenever possible rather than passive voice.

    Example: Swedish Sponge Towels can be used to wipe pets' paws should be replaced with use a Swedish Sponge Towel to clean your pup's muddy paws after a rainy walk. This inserts the reader into the scenario and helps them picture themselves incorporating the product into their daily routine.