Brand Tone

Artistic & Appreciative, Friendly & Approachable, Curated & Discerning, Enthusiastic & Passionate, Slightly Playful/Whimsical

Brand Values

• •Quality & Craftsmanship
• •Uniqueness & Originality
• •Supporting Designers & Makers
• •Customer Experience
• •Community Connection
• •Aesthetic Curation

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (Artistic, Friendly, Curated, Enthusiastic, Slightly Playful) with examples of "do's and don'ts" for writing. Include key vocabulary and phrases that align with the brand.
• •Focus on "Why": When writing copy, don't just describe the product; explain *why* it's special, who made it (if relevant), the inspiration behind it, or how it can enhance the customer's life. This taps into the "Artistic & Appreciative" aspects of the tone.
• •Use Evocative and Descriptive Language: Instead of generic terms, use words that paint a picture and appeal to the senses. This aligns with the "Curated & Discerning" tone and highlights the quality and uniqueness of the products. For example, instead of "nice candle," try "a soothing, hand-poured soy candle with notes of bergamot and wild jasmine."
• •Maintain a Conversational yet Professional Style: Write as if you're having a friendly, helpful conversation with a customer who appreciates good design. Avoid overly casual slang or overly stiff corporate language. This balances "Friendly & Approachable" with "Curated & Discerning."
• •Be Consistent Across All Channels: Ensure the tone of voice used on the website, in product descriptions, social media posts, email marketing, and even in-store signage is harmonious. Regular review and training for anyone creating content can help maintain this consistency.

Social Perception

Florida Ltd is perceived as a reputable and beloved independent store in Wellington. Customers see it as a destination for finding unique, high-quality gifts and homewares that are different from mainstream offerings. It's viewed as a place with a carefully curated selection, appealing to those with an appreciation for design and artistry. The brand is seen as trustworthy and offering good customer service. There's an association with "finding treasures" and a pleasant browsing experience.

Copy Examples

• •Instagram Post (New Ceramic Mugs): Morning rituals just got a whole lot lovelier. ✨ These handcrafted ceramic mugs, fresh from [Artist's Name/Region], are designed to make that first sip of coffee (or tea!) feel extra special. Each one unique, just like your day. Pop in-store on Cuba Street or find them online – link in bio! #FloridaLtd #HandcraftedCeramics #MorningRitual #ShopLocalNZ #WellingtonGifts
• •Facebook Ad (General Store Promotion): Searching for that perfectly unique gift? Or perhaps a little something to brighten your own space? Florida Ltd on Cuba Street is your haven for beautifully designed homewares, intriguing books, stunning jewellery, and art that tells a story. Discover pieces you won't find anywhere else. Visit us or explore our online collection today! [Link to website] #FloridaFinds #CubaStreetShopping #UniqueGifts #WellingtonNZ #SupportSmallBusiness
• •Product Description (Art Print): Bring the vibrant spirit of [Artist's Theme/Style] into your home with this stunning limited edition art print by [Artist's Name]. Printed on archival quality paper, its rich colours and intricate details are sure to spark conversation and inspire. A true statement piece for any discerning art lover. Measures [dimensions].
• •Email Newsletter Snippet (New Season Collection): Hello [Customer Name], Get ready to refresh your space! Our new season collection has started to arrive at Florida Ltd, brimming with inspiring textures, captivating colours, and the unique charm you've come to love. From handcrafted homewares to delightful curiosities, discover your next favourite piece. Explore what's new: [Link to New Arrivals]
• •Website 'About Us' Excerpt Update Suggestion: For over [Number] years, Florida Ltd has been a cherished part of Wellington's vibrant Cuba Street. We're more than just a store; we're a curated collection of beautiful things, a celebration of design, and a place where you can always find something to delight and inspire. We handpick every item, searching for unique pieces from talented New Zealand makers and artisans around the world, ensuring that what you find here is special, well-crafted, and tells a story.