Brand Tone

Curated, Passionate, Authentic, Community-Focused, Friendly, Slightly Nostalgic

Brand Values

• •Quality & Durability
• •Curated Selection
• •Music and Fashion Intertwined
• •Customer Experience
• •Community Connection
• •Authenticity
• •Environmental Consideration

Best Practices

• •Develop a Central Brand Voice Guide: Document the defined tone (e.g., Curated, Passionate, Authentic, Community-Focused, Friendly) and values. Provide "do and don't" examples for writing copy across different platforms (website, social media, emails).
• •Emphasize Storytelling: Connect products back to the brand's heritage, the "why" behind their curation, or the lifestyle they represent. Share the stories of the brands they stock, especially local or ethically-minded ones. This reinforces authenticity and passion.
• •Maintain a Human Touch: Even in online communication, infuse the warmth and passion evident from their in-store philosophy. Personalized elements in customer service, like the handwritten notes with online orders, should be reflected in the general communication style.
• •Spotlight Community & Curation: Regularly feature content that highlights their connection to Newcastle, the artists and designers they support, and the thought process behind their selections. This reinforces their values of community and careful curation.
• •Consistency Across All Channels: Ensure that the language and visual style used on the website, Instagram, Facebook, email newsletters, and any in-store signage are harmonious and reflect the established brand tone and values. Regular internal reviews of content can help maintain this consistency.

Social Perception

Respected Local Institution, Go-To for Unique Finds, Quality-Oriented, Authentic and Passionate Owners/Staff, "Indie/Hipster" Appeal (historically, evolving), Trusted Retailer

Copy Examples

• •Headline: Beyond Trends. Beyond Transitory. Discover Pieces That Last. Body: At Abicus, we believe in the enduring power of quality. Explore our curated collection of apparel, accessories, and vinyl – timeless classics chosen for their craftsmanship and lasting style. Find your next forever piece. (Tone: Authentic, Quality-Focused)
• •Headline: The Soundtrack to Your Style. Since 2000. Body: Music and fashion have always been inseparable at Abicus. From hard-to-find vinyl that shapes your world to apparel that tells your story, we’re here to help you discover something uniquely you. Visit us on Darby Street or explore online. (Tone: Passionate, Nostalgic, Community-Focused)
• •Headline: More Than a Store. It's Newcastle. Body: We’re proud to be part of the vibrant Newcastle scene. Our team is just as excited to chat about the latest local gigs and coffee spots as they are about our new arrivals. Experience the Abicus difference – where community and curation meet. (Tone: Friendly, Local, Community-Focused)
• •Headline: Built to Last. Designed to Love. Body: Tired of fleeting fads? We focus on well-made, functional apparel and iconic footwear like Blundstone and Birkenstock that stand the test of time. Invest in pieces you’ll cherish for years to come. (Tone: Quality-Focused, Authentic)
• •Headline: New Grooves & Timeless Threads Have Landed. Body: Fresh vinyl spinning in-store and online, alongside new season apparel from brands you trust. Whether it's the latest Julia Jacklin record or a classic Rolla's fit, find what moves you at Abicus. (Tone: Passionate, Curated, Friendly)