Brand Tone

Authentic, Helpful, Quality-Focused

Brand Values

• •Authenticity: Providing genuine Japanese products and culinary experiences.
• •Quality: Sourcing and offering high-quality ingredients and items.
• •Customer Focus: Catering to the needs of the Japanese population and the broader Australian market interested in Japanese cuisine. This includes helpful service and making products accessible.
• •Heritage & Experience: Leveraging many years of experience in the Japanese grocery business.
• •Comprehensiveness: Offering a wide variety to meet all Japanese culinary needs.
• •Adaptability & Growth: Keeping up with trends and expanding to an online platform (Jun Direct) to serve customers nationwide.

Best Practices

• •Emphasize Authenticity and Heritage: Regularly reference the connection to Tokyo Mart's long history and expertise in Japanese products. Use phrases that evoke tradition and genuine Japanese culture.
• •Maintain a Helpful and Informative Voice: Provide clear product descriptions, perhaps including usage tips or cultural context, similar to how helpful staff are described in reviews. Make it easy for customers to find what they need and understand the products.
• •Showcase Quality and Variety: Highlight the premium nature of sourced ingredients and the extensive range of products available. Use descriptive language that appeals to the senses and underscores the quality.
• •Be Welcoming and Inclusive: Address both those familiar with Japanese cuisine and newcomers looking to explore. Avoid overly niche jargon without explanation. The tone should feel approachable.
• •Use Consistent Visuals and Language: Ensure that the language used across the website, social media, and advertisements aligns with the established brand personality. Visuals should also reflect the authenticity and quality of Japanese products. The phrase "Jun Direct brings the best of Japan to Australia" is a good example of a consistent message.

Social Perception

Go-To Source for Authentic Japanese Groceries; Treasure Trove of Unique Items; Reliable Quality; Helpful Resource; Slight Premium Pricing; Positive Online Experience

Copy Examples

• •Headline: Taste the True Flavors of Japan, Delivered to Your Door. Body: For over 45 years, Tokyo Mart has been your trusted source for authentic Japanese ingredients. Now, Jun Direct brings that same dedication to quality and tradition right to your kitchen, Australia-wide. Explore thousands of products and rediscover your favorite Japanese dishes.
• •Headline: Your Culinary Journey to Japan Starts Here. Body: From essential pantry staples like Shoda soy sauce to delightful snacks and premium sake, Jun Direct offers everything you need. Let us help you create authentic Japanese meals with the finest ingredients. Need inspiration? Our team is passionate about sharing the joy of Japanese cooking!
• •Headline: The Best of Japan, Curated for You. Body: At Jun Direct, we meticulously source top-quality Japanese groceries, from Hokkaido's famed seafood to everyday essentials. Experience the difference that genuine ingredients make. Fast, reliable shipping across Australia.
• •Headline: Unlock Authentic Japanese Cooking with Jun Direct. Body: Don't let distance stop you from enjoying your favourite Japanese flavours. Jun Direct, the online store for the beloved Tokyo Mart, provides an extensive selection of groceries, fresh items, and unique finds. Quality you can trust, from a name with decades of experience.
• •Headline: More Than Just Groceries – It's a Taste of Home (or Your New Favourite Cuisine!). Body: Whether you're seeking nostalgic flavours or exploring the rich world of Japanese food for the first time, Jun Direct offers an unparalleled selection. We're committed to bringing you the quality and authenticity that Tokyo Mart has been known for since 1976.