Brand Tone

Sophisticated, Passionate, and Authentic

Brand Values

• •Championing Local Artisans
• •Quality Craftsmanship
• •Uniqueness and Storytelling
• •Exceptional Service
• •Community and Connection

Best Practices

• •Lead with the Maker: Always start with the human element. Name the artist, designer, or creator whenever possible. This reinforces the core value of supporting local talent.
• •Use Evocative, Sensory Language: Use descriptive words that convey texture, quality, and beauty (e.g., "hand-turned," "richly glazed," "finely woven," "sculptural form"). This elevates the product beyond a simple object.
• •Tell the "Why" Not Just the "What": Explain the inspiration behind a piece or a collection. Was it inspired by the coastline? A particular story? This adds value and emotional connection.
• •Maintain a Refined but Welcoming Voice: Write with intelligence and appreciation for art, but avoid alienating jargon. The tone should feel like a knowledgeable and passionate friend sharing a beautiful find.
• •Emphasize Australian Origin: Consistently use phrases like "Australian Made," "Handcrafted in [City/Region]," and "Designed in Australia" to reinforce the brand's key differentiator and value proposition.

Social Perception

Customers see the store as a reliable source for high-quality, unique Australian gifts not easily found elsewhere. The brand is respected for its mission-driven approach of supporting local talent. The service is consistently described as "exceptional," "professional," "friendly," and "efficient." While products are high-end and artistic, the tone remains welcoming, making the gallery an inspirational space.

Copy Examples

• •From earth, to hands, to your home. We are thrilled to welcome the work of ceramicist [Artist's Name] to the CoCo family. Each piece is a testament to slow craft and the rugged beauty of the [Artist's Region] landscape. Discover a gift with a story. #AustralianMade #CeramicArt #SupportLocalArtisans #HandmadeHome
• •More Than a Gift. A Piece of Australia. Discover handcrafted works from our nation's finest independent artists.
• •Find Your Statement Piece. Tired of the same-old decor? Your home deserves to tell a story. At Contemporary Co, we curate unique, Australian-made homewares and art that you won't find anywhere else. Shop our collection and support local creators. Free shipping Australia-wide.
• •New Arrivals: Wearable Art & Hand-Blown Glass from South Australia
• •Hand-turned from sustainably sourced Tasmanian Blackwood by artisan [Artist's Name], this sculptural vessel is a celebration of natural form and expert craftsmanship. The deep, rich grain tells a story of the Australian forest, while its smooth, polished finish is a delight to the touch. A truly timeless piece for the discerning collector.