Brand Tone

Enthusiastic & Passionate, Friendly & Welcoming, Inspiring & Creative, Knowledgeable & Supportive, Community-Oriented

Brand Values

• •Quality
• •Creativity & Inspiration
• •Community
• •Customer Service
• •Passion for Craft

Best Practices

• •Use Enthusiastic and Positive Language: Incorporate words that convey excitement and passion for quilting (e.g., "beautiful," "stunning," "joy," "inspired," "love").
• •Be Welcoming and Inclusive: Address the audience in a friendly, approachable manner. Use "you" and "we" to foster a sense of connection. Encourage interaction and sharing.
• •Showcase Expertise, Don't Just Tell: Instead of just saying you're experts, demonstrate it by offering tips, detailed product information, and highlighting the skills taught in classes.
• •Focus on Inspiration and Creativity: Frame products and services around the creative possibilities they unlock. Ask questions that prompt customers to imagine what they could make.
• •Maintain a Consistent Visual and Verbal Style: Ensure that the tone of the written copy aligns with the visual imagery used (bright, colorful, inspiring). Keep the language consistent across all platforms, from social media captions to website descriptions and email communications.

Social Perception

A Go-To Destination, Helpful & Expert, Inspiring Environment, High-Quality Products, Friendly and Welcoming Atmosphere

Copy Examples

• •Instagram Post (New Fabric Arrival): Bursting with color and begging to be stitched! ✨ Our brand new [Designer/Collection Name] fabrics have just landed at Calico House, and we're already dreaming up a thousand beautiful quilts. Swipe to see these beauties up close and tell us – what will YOU create? Pop in-store or shop online to get your hands on this stunning collection! #CalicoHouse #NewFabric #QuiltingJoy #PaddingtonBrisbane #FabricLove #CreateEveryDay
• •Facebook Post (Class Promotion): Ready to take your quilting skills to the next level or perhaps start a wonderful new hobby? 🧵 Our [Class Name] workshop with the talented [Instructor Name] is just around the corner! Join our friendly community of makers and learn [briefly mention skill/project]. Spaces are limited – book your spot today via the link in our bio and let's get creative together! #CalicoHouseClasses #LearnToQuilt #PatchworkPassion #BrisbaneCraft #CommunityQuilting
• •Website Homepage Banner Text: Your Creative Journey Starts Here. Discover a world of exquisite fabrics, expert advice, and endless inspiration at Calico House – Paddington's heart of patchwork and quilting.
• •Email Newsletter Snippet (Highlighting a Project Idea): Feeling inspired this week? How about this gorgeous [Project Type, e.g., 'Modern Log Cabin Quilt'] pattern! We’ve got all the beautiful [mention fabric type, e.g., 'Liberty florals' or 'bold Kaffe Fassett prints'] you need to bring it to life. Our team is always here to help you choose the perfect combinations. Happy stitching! See our latest arrivals: [Link]
• •Promotional Offer Text (e.g., for a sale): Stash looking a little bare? 😉 It's time to treat yourself! For a limited time, enjoy [Discount Percentage]% off all [Specific Category, e.g., 'Christmas Fabrics' or 'Selected Designer Collections']. Fuel your passion with beautiful, quality fabrics from Calico House. Shop now in-store or online! #CalicoHouseSale #QuiltingDeals #FabricAddict #PaddingtonShopping #CraftSupplies