Brand Tone

Warm, narrative-driven, and endearingly quirky. It is personal, evocative, approachable, slightly nostalgic, and infused with a sense of adventure and comfort, mirroring the personality of its muse, Aunty Pat.

Brand Values

• •Quality over Quantity
• •Sustainability and Circularity
• •Storytelling and Heritage
• •Community and Friendship
• •Authenticity and Uniqueness

Best Practices

• •Always Lead with the Story: Whether it's the brand's origin story or the history of a vintage piece, narrative should be the foundation of your copy. People connect with stories more than with product specs.
• •Use Warm and Personal Language: Write as if you are speaking to a friend. Use contractions (e.g., "it's," "you'll") and personal pronouns ("we," "you"). Avoid overly corporate or formal language. Address the customer directly.
• •Emphasize "Timeless" over "Trendy": Focus on longevity, quality, and classic style with a twist. Words like "enduring," "heirloom," "cherished," and "built-to-last" align perfectly with the brand's values.
• •Connect Products to a Feeling or Experience: A dress isn't just a dress; it's for "stepping into an adventure." A vase isn't just a vase; it's to "make a house feel like home." Sell the emotion and the lifestyle, not just the object.
• •Weave in the "Why": Remind your audience of your core values of sustainability, local focus, and quality craftsmanship. Briefly mention consignment, pre-loved items, or the local artisans you support to reinforce the brand's purpose-driven identity.

Social Perception

A charming, high-quality local boutique with a strong, authentic story. Perceived as a destination for unique, sustainable, and thoughtfully chosen goods, rather than mass-market consumption. The brand is seen as trustworthy and passionate, run by real people who deeply care about their products and ethos.

Copy Examples

• •Some things just get better with time, and these beauties are proof. A new collection of pre-loved leather bags has just found its way to our shelves. Each one has its own story —of errands run, travels taken, and secrets kept. Ready to help write their next chapter? In-store now.
• •More Than a Shop. It's a Story. Inspired by a woman who lived for adventure and treasured the things that matter most. Welcome to Aunty Pat & a dog named Clover —your home for unique fashion, timeless homewares, and pre-loved gems.
• •Tired of the same old thing? So are we. At Aunty Pat's in Woodend, we believe in quality over quantity and style with a story. Come explore our curated collection of sustainable fashion, vintage treasures, and one-of-a-kind homewares. Find something that feels like you. Visit us on High Street!
• •Crafted with care right here in the Macedon Ranges, this scarf is like a warm hug on a cool morning. The merino wool is incredibly soft, and the rich, earthy tones are inspired by the landscape we call home. It's not just an accessory; it's a piece of local art meant to be worn and cherished for years to come. A true keeper.
• •That new arrival feeling ✨ Unboxing one-of-a-kind treasures that are almost too pretty to part with. Almost. 😉 #boutiqueshopping #vintagefinds #shopsmall #woodend