Brand Tone

Curated & Creative, Story-Driven & Passionate, Personal & Engaging, Supportive & Collaborative, Quality-Conscious & Thoughtful, Inclusive & Evolving

Brand Values

• •Supporting Independent Creatives
• •Curated Quality & Uniqueness
• •Storytelling & Connection
• •Authentic Experience
• •Creativity & Collaboration
• •Passion for Design

Best Practices

• •Always Tell the Story: Whether it's a product description, social media post, or email newsletter, weave in the narrative. Who made it? What was the inspiration? Why is it special? This reinforces the 'story-driven' aspect of the brand.
• •Highlight the 'Independent Creative' Angle: Consistently mention and tag the designers. Emphasize the 'NZ designed and made' aspect where applicable. This reinforces the value of supporting local talent.
• •Maintain a Personal and Approachable Voice: Even in written communication, use language that feels like a friendly, knowledgeable conversation. Invite questions and engagement, mirroring the in-store experience. Phrases like 'We love to chat' or 'Helen is happy to share these stories' can be adapted.
• •Focus on Curation and Quality: Use descriptive adjectives that convey the thoughtfulness behind the selection process – 'handpicked,' 'carefully curated,' 'innovative,' 'quality craftsmanship,' 'functional and beautiful.' This builds trust in the brand's taste.
• •Visually Align with the Brand Aesthetic: Ensure all photography and visual content (especially on Instagram and the website) reflect the clean, contemporary, and high-quality aesthetic of the products and the store itself. This visual consistency is key for a design-focused brand.

Social Perception

A Destination for Unique Finds, Supportive of Local Talent, More Than Just a Store, Personal and Passionate Owner, Aesthetic & Inspiring

Copy Examples

• •Headline: Discover the Story Behind the Design. Body: At Inc. Design Store, every piece is chosen with intention, celebrating the independent creatives who pour their passion into their craft. Find unique treasures that bring artistry and narrative into your home. #IncDesignStory #SupportNZCreatives Tone: Story-Driven, Supportive
• •Headline: More Than a Store, It's a Creative Journey. Body: Step into Inc. and experience a curated world where design meets passion. We're proud to showcase exclusive collections from Aotearoa's brightest talents. Let's find something special together. #IncExperience #NZMade Tone: Personal, Curated
• •Headline: Handpicked for You: Designs That Inspire. Body: Helen, our founder and a designer herself, personally selects each item, ensuring it's not just beautiful, but also tells a story of quality and ingenuity. Explore our latest arrivals and find a piece you'll cherish. #CuratedWithCare #IncDesignStore Tone: Quality-Conscious, Passionate
• •Headline: Incubating Creativity, Celebrating Design. Body: INC stands for inclusion, incubation, and the incredible talent of independent designers. We’re a space where new ideas flourish and unique collaborations come to life. See what's new and support the future of design. #CreativeCollaboration #ShopLocalNZ Tone: Supportive, Evolving
• •Headline: Your Walls Have Stories to Tell. So Do Our Artworks. Body: Transform your space with original art and object art from NZ's most exciting independent artists. Each piece at Inc. is a conversation starter, a testament to creativity. Visit us in Ōamaru or explore online. #ArtLoversNZ #UniqueHomewares Tone: Creative, Story-Driven