Brand Tone

Storytelling & Meaningful, Personal & Authentic, Elegant & Contemporary, Proudly New Zealand / Aotearoa, Approachable & Warm

Brand Values

• •Meaning & Sentiment
• •Storytelling
• •Quality & Craftsmanship
• •Connection to Aotearoa
• •Inclusivity & Belonging
• •Creativity & Artistry
• •Longevity & Timelessness

Best Practices

• •Embrace Storytelling: Every piece has a narrative. Ensure copy delves into the inspiration, whether it's nature, Māori mythology, or a personal anecdote from Boh. This adds depth and emotional connection.
• •Use Warm, Personal Language: Write as if Boh is speaking directly to the customer. Use "I" and "we" to foster a sense of personal connection and authenticity. Share behind-the-scenes glimpses or design inspirations.
• •Highlight New Zealand / Aotearoa Connection: Consistently weave in references to New Zealand's unique landscapes, flora, fauna, and cultural heritage. This reinforces brand identity and resonates with the target audience.
• •Focus on Meaning and Gifting: Emphasize the sentimental value and the idea of the jewellery as a "wearable reminder" or a thoughtful gift for loved ones and special occasions. Use phrases like "made to be gifted."
• •Maintain an Elegant yet Accessible Voice: While the jewellery is high-quality and often inspired by profound concepts, the language should remain clear, elegant, and inviting, avoiding overly technical jargon or exclusive terminology. The aim is to be sophisticated but also warm and welcoming.

Social Perception

Iconic & Respected New Zealand Brand, High Quality & Meaningful, Authentically Kiwi, Associated with Achievement & Milestones, Creative & Artistic, Positive Endorsements

Copy Examples

• •Headline: Wear Your Story. Discover the new Karearea pendant, inspired by the swift messengers of Māori legend. A piece of Aotearoa, close to your heart. Body: Each curve and line tells a tale of strength and vision. Handcrafted with meaning, for your journey. #BohRunga #NZMade #JewelleryWithAStory
• •Headline: More Than Just Jewellery, It's a Memory. Body: The Feather Kisses collection, a delicate reminder of love, connection, and the gentle touch of home. Gift a piece of forever. #MadeToBeGifted #BohRungaJewellery #MeaningfulGifts
• •Headline: From Boh's Heart to Yours. Our latest designs are born from moments of inspiration, sketches filled with passion, and a love for New Zealand's natural beauty. Body: Explore the collection and find the piece that speaks to you. #BohRunga #CreativeJourney #NZInspiration
• •Headline: Timeless Elegance, Rooted in Aotearoa. Body: Our Stargazer bracelet, a tribute to the clear southern skies. Crafted for longevity, designed to be cherished. Discover the magic. #BohRungaStyle #NZJewellery #ContemporaryHeirloom
• •Headline: Celebrate Every Milestone. A Boh Runga piece is a way to say 'I'm proud of you,' 'I love you,' or 'Welcome home.' Body: Find the perfect symbol for life's precious moments. Made with love, in New Zealand. #BohRungaGifts #CherishedMoments #ProudlyNZ