Brand Tone

Friendly, Eclectic, and Community-Oriented.

Brand Values

• •Longevity and Trust
• •Customer-Centric Service
• •Curated Diversity
• •Local Community Support
• •Joy and Celebration

Best Practices

• •Lead with "Community": Always reference the Bondi location and community. Use phrases like "your local Bondi store," "a Bondi icon for 30 years," or "hand-picked for our Bondi community" to reinforce local roots.
• •Embrace the Eclectic: Avoid overly minimalist or restrictive language. Use descriptive and vibrant words like "fun," "eclectic," "treasure," "discover," and "unique" to describe the product range.
• •Be Personable and Warm: Write as if you're speaking to a neighbour. Use contractions (e.g., "we've," "you'll"), sign off warmly ("With love from Bondi"), and maintain a helpful, approachable tone.
• •Focus on Joy and Occasions: Frame products around their purpose: bringing joy or celebrating moments. Connect items to events like birthdays, new babies, or "something special for yourself."
• •Bridge Online and In-Store: Consistently invite online followers to the physical store. Phrases like "Come see the full collection in-store" or "Pop in and say hi on Hall Street" strengthen the brand's identity as a real-world destination, not just an e-commerce site.

Social Perception

Abode Bondi is perceived as a beloved and reliable local institution. It is seen as a treasure trove for unique gifts and interesting homewares, distinct from mainstream chain stores. The perception is that of a friendly, neighbourhood shop where customers can discover something new and special with each visit. Its 30-year history solidifies its image as an authentic and integral part of the Bondi Beach retail landscape.

Copy Examples

• •Headline: For the person who has everything. (And for you, too.) Body: For 30 years, we've been Bondi's go-to for gifts that delight. From locally-crafted ceramics to quirky kids' toys, find the perfect 'something' for any occasion in-store or online.
• •Headline: Your Home Should Be as Fun as You Are. Body: Step away from the sea of beige. At Abode Bondi, we celebrate colour, texture, and personality. Explore our eclectic collection of homewares and bring a piece of Bondi's vibrant spirit home.
• •Headline: Three Decades of Bondi Style. Body: We’ve seen trends come and go, but good vibes are forever. As a local, family-run store for 30 years, we pride ourselves on a curated collection that’s always fresh, fun, and full of joy. Pop in and say hi at our Hall Street store!
• •Headline: Found in Bondi. Loved Everywhere. Body: We love our local makers! We're proud to stock a range of beautiful products born right here in our creative Bondi community. #SupportLocal and discover your next favourite thing.
• •Headline: That 'Oh, where did you get that?!' Feeling. Body: It's what we do best. Our ever-evolving range of unique homewares and gifts is hand-picked to bring joy and personality to your space. Visit us on Hall Street for the full Abode experience.