Brand Tone

charming, practical, and personal

Brand Values

• •Functionality Meets Style
• •Quality and Care
• •Personal Connection
• •Joy in the Everyday
• •Community

Best Practices

• •Lead with the "Why": Always circle back to the founding principle that practical items should also be beautiful. Use this story in "About Us" sections, social media posts, and even product descriptions to build a strong brand identity.
• •Use Warm and Personal Language: Write as if you are speaking to a friend who shares your passion. Use words like "we believe," "our journey," and "your home" to create a personal connection and maintain the small business feel.
• •Highlight Quality and Functionality Together: Never mention one without the other. Pair words like "durable" with "stylish," "hardworking" with "beautiful," and "practical" with "charming" to reinforce the core brand value.
• •Emphasize the Joyful Experience: Focus on the positive emotions associated with using the products—the "joy in daily routines" or the satisfaction of creating a beautiful space. This elevates the brand from just selling items to selling an experience.
• •Incorporate the New Zealand Origin: Mentioning the brand's roots adds a layer of authenticity and uniqueness, especially for international customers. It helps tell a story of place and craft.

Social Perception

The public perception of Grace and August, based on available online feedback, is that of a trustworthy and high-quality small business. Customers appear to view it as a source for unique, well-designed products that are not "bland" or mass-produced. The personal story of its founder resonates with customers, contributing to a perception of authenticity and a positive customer experience.

Copy Examples

• •Bring a little joy to your daily routines. ✨ Our watering cans aren't just practical—they're designed to be a beautiful part of your home. #GraceAndAugust #HomeAndGarden #PlantLove
• •Just in: Functional, beautiful, and made for your garden.
• •For the Love of Home & Garden. Discover handpicked treasures that blend style with purpose. Shop our collection.
• •Tired of boring garden tools? So were we! Grace and August was born from a simple idea: practical things should be beautiful too. From our family to yours, discover tools, gifts, and apparel you'll love to use. #GardenLife #ShopSmallNZ
• •Crafted with care and a touch of flair, this isn't just an apron—it's your trusted gardening companion. Designed in New Zealand, it combines durable canvas with thoughtful details to make your time amongst the flowers both functional and stylish.