Brand Tone

aspirational, warm, and curated

Brand Values

• •Quality & Good Design
• •Support for New Zealand & Female-Owned Businesses
• •Thoughtful Gifting
• •Community & Place
• •Customer-Centricity

Best Practices

• •Lead with "Why," Not Just "What": Instead of just describing a product's features, start by explaining how it enhances daily life, reflecting the core value of "making life a little bit better through good design." Use emotive and aspirational language.
• •Champion the Makers: When featuring a product, tell its story. Mention if it’s from a local NZ artist, a female-founded company, or a brand with sustainable practices. This reinforces the brand's values of community and thoughtful curation.
• •Use a Warm and Inclusive Voice: Employ welcoming language like "your," "we believe," and "discover." Write as if you are offering a personal recommendation to a friend, maintaining the approachable, "warm hug" feeling customers associate with the brand.
• •Weave in the "Golden Days" Philosophy: Subtly connect products to the central idea of cherishing the present moment. Use phrases like "daily rituals," "simple joys," "moments of beauty," and "celebrate the everyday" to reinforce the brand’s aspirational yet grounded identity.
• •Maintain a Consistent Vocabulary: Create a list of on-brand keywords to use across all platforms (e.g., "thoughtful," "curated," "design-led," "beautifully functional," "warmth," "elevate"). This ensures the tone remains cohesive, whether on a product page, an Instagram story, or an email.

Social Perception

highly-praised customer service, a "gem" of a store, and tasteful & high-quality curation

Copy Examples

• •Your morning coffee ritual, elevated. We believe the small moments of beauty in our day make all the difference. This handmade mug from [Brand Name] feels like a warm hug for your hands. A perfect piece to start your day, mindfully. Available in-store and online.
• •Welcome, Golden Days. Discover our latest curated collection of design-led homewares, chosen to bring warmth, style, and a little bit of magic into your home. Beautifully functional pieces for modern living.
• •A Gift for Them, A Treat For You ✨Finding that perfect, thoughtful gift should be a joy. We've gathered our favorite new arrivals from inspiring New Zealand artisans and beloved international designers. Let us wrap it beautifully for you—our gift. Because every day is worth celebrating.
• •Your weekend escape is just a short, beautiful drive away. Pop into our seaside store in Eastbourne for a warm welcome and explore a thoughtful collection of homewares and lifestyle goods. We're open until 4 pm Saturday. Why not make a day of it?
• •Drape it over your favourite armchair or curl up with it on a cool evening. Woven from the softest European flax, this linen throw adds a layer of effortless texture and warmth to any space. It’s more than a blanket; it’s an invitation to slow down and get comfortable.