Brand Tone

Authentic, Community-Oriented, and Appreciative

Brand Values

• •Ethical Sourcing & Sustainability
• •Support for Local Artisans
• •Quality and Craftsmanship
• •Conscious Consumerism
• •Community

Best Practices

• •Lead with the 'Why': Always connect your products back to your core values. Don't just sell a ceramic bowl; sell the story of the artisan, the sustainable clay it's made from, and the community it supports.
• •Spotlight the Maker: Regularly feature your artisans. Share their stories, their creative process, and what inspires them. This builds authenticity and emotional connection, turning a product into a personal investment.
• •Use Sensory & Emotive Language: Employ words that evoke feeling and quality. Terms like "hand-finished," "slowly crafted," "naturally dyed," "warm," and "earthy" help communicate the intrinsic value of the products beyond their function.
• •Foster a Dialogue: Treat your social media captions and email marketing as conversations. Ask questions, invite your audience to share their experiences, and respond to comments with genuine warmth and personality.
• •Educate Gently: Inform your audience about the benefits of conscious consumerism and the importance of supporting local industries without being preachy. Share facts about sustainability or the challenges small makers face, empowering your customers to feel knowledgeable and proud of their choices.

Social Perception

Purpose-driven and trustworthy curator of unique, high-quality goods.

Copy Examples

• •Meet the maker behind your new favourite morning mug. Lovingly handcrafted in a small coastal studio in the Coromandel, each piece from [Artisan's Name] carries the warmth of the kiln and the story of its creator. Make your daily ritual a conscious one.
• •Good for your home, good for our Aotearoa. Our latest collection of handwoven linen throws is crafted from 100% sustainably sourced fibres, ensuring beauty and comfort don't cost the earth. Wrap yourself in the values you live by.
• •When you choose a piece from CollectiveGood, you’re doing more than just buying an object. You're sustaining a craft, supporting a local dream, and becoming part of a community dedicated to a kinder way of commerce. Thank you for being part of the good.
• •That quiet moment in the afternoon, when the light hits just right. ✨ Our [Product Name] is designed for moments like these. What small moment of beauty brought you joy today? We'd love to hear.
• •A small gift with a big impact. For a limited time, receive a complimentary set of our hand-poured beeswax candles with any order over $100. Light up their life (and support a local maker while you're at it).