Brand Tone

Inspiring, Creative, Passionate, Enthusiastic, Quality-Conscious, Curated, Community-Oriented, Friendly, Modern, Stylish

Brand Values

• •Quality
• •Uniqueness & Innovation
• •Creativity & Inspiration
• •Craftsmanship & Passion
• •Community & Sharing
• •Customer Experience

Best Practices

• •Develop a Brand Voice Chart: Clearly define your primary tone (e.g., Inspiring), secondary tones (e.g., Passionate, Modern), and even "tones to avoid" (e.g., Overly technical, Discount-focused). Share this with anyone creating content.
• •Know Your Audience: Understand who you're talking to – their aspirations, their skill levels, and what excites them about fabric and crafting. Tailor your language to resonate with them, making them feel understood and inspired.
• •Emphasize Quality & Uniqueness: Consistently use descriptive and evocative language that highlights the superior quality, unique origins, and special characteristics of the fabrics. Words like "curated," "exclusive," "artisanal," "premium," and "innovative" can reinforce this.
• •Foster Community & Enthusiasm: Use inclusive and encouraging language. Ask questions, invite sharing, and celebrate customer creations. Let the passion for textiles shine through in every communication.
• •Maintain Visual & Verbal Harmony: Ensure that the style of copywriting aligns with the visual presentation of the brand (e.g., clean, modern website; high-quality photography). A consistent message is conveyed when what you say matches how you look.

Social Perception

FABRIC LAB is generally perceived as a go-to destination for high-quality, unique, and fashionable fabrics in Melbourne. It attracts a discerning clientele, including designers and those looking for standout materials. The store is seen as a place that values texture and interesting designs. There's an appreciation for its curated collection and modern aesthetic. While most experiences seem positive, there are some mixed notes regarding online customer service consistency. The physical store in Fitzroy is highlighted as a well-designed space offering an innovative retail experience.

Copy Examples

• •Instagram Post (New Fabric Arrival): Unveiling textures that tell a story. Our latest collection of [Fabric Type, e.g., Japanese Indigo Cotton] has just landed, each thread woven with artistry and waiting to become your next masterpiece. Feel the quality, ignite your creativity. ✨ #FabricLab #NewCollection #TextileArt #MelbourneSewing #UniqueFabrics
• •Facebook Post (Workshop Announcement): Ready to dive deeper into the world of [Workshop Topic, e.g., Modern Quilting]? Join our upcoming workshop at FABRIC LAB! We're passionate about sharing skills and fostering a love for textiles in a friendly, inspiring space. Limited spots – link in bio to connect and create! 🧵 #FabricLabWorkshops #SewingCommunity #MelbourneCreatives #LearnToSew #TextileLove
• •Website Banner (Homepage): FABRIC LAB: Where Quality Meets Cutting-Edge Design. Explore our curated collection of exceptional fabrics, sourced for the modern maker. Your vision starts here.
• •Email Newsletter Snippet (Highlighting a Specific Fabric): Spotlight On: [Fabric Name, e.g., Italian Silk Crepe]. Imagine the drape, the luxurious feel. Perfect for that special project you’ve been dreaming of. At FABRIC LAB, we believe in the power of exceptional materials to transform your creations. Discover the difference quality makes.
• •Promotional Tagline: FABRIC LAB: Curating the Extraordinary. Stitch Your Style.