Brand Tone

Friendly & Approachable, Curated & Discerning, Appreciative & Supportive, Aesthetically-Driven & Inspiring, Calm & Thoughtful

Brand Values

• •Quality & Craftsmanship
• •Curation
• •Support for Independent Designers & Makers
• •Aesthetic Integrity & Beauty
• •Thoughtful Consumption
• •Joy & Discovery

Best Practices

• •Tell the Story: Always try to weave in the "why" behind a product – the maker's story, the design inspiration, or the material's origin. This reinforces the values of curation and support for designers.
• •Use Warm and Descriptive Language: Opt for words that evoke beauty, craftsmanship, and joy (e.g., "handcrafted," "thoughtfully selected," "radiant," "cherished," "discover"). Avoid overly technical jargon unless explaining a specific craft process.
• •Highlight the "Curated" Aspect: Remind your audience that items are handpicked and chosen with care. Phrases like "our curated selection," "chosen for you," or "a Kaukau favourite" reinforce this.
• •Maintain Visual and Verbal Synergy: Ensure the tone of the copy matches the clean, aesthetic imagery. If the picture is calm and minimalist, the copy should reflect that.
• •Engage Authentically: When responding to comments or writing social media posts, maintain a genuinely friendly and helpful tone. Address customers warmly and show appreciation for their interest and support. This builds community and reinforces approachability.

Social Perception

KAUKAU ONLINE is generally perceived as a premium, boutique retailer offering a unique and high-quality selection of design-led homewares, gifts, and accessories. Customers see it as a place to find distinctive items that are not readily available in mainstream stores. It's viewed positively for its support of independent artists and designers, adding a layer of ethical appeal. The brand is associated with good taste, style, and a discerning eye. The customer service is often highlighted as friendly and helpful, contributing to a positive shopping experience. It is considered a reliable source for beautiful and thoughtful gifts.

Copy Examples

• •Instagram Post (New Product - Ceramic Mug): Morning moments, made beautiful. ✨ Say hello to our latest arrivals from [Designer Name] – these handcrafted ceramic mugs are a dream to hold. Each one is unique, a little piece of art for your daily ritual. Discover the collection online and in-store. #KaukauOnline #HiKaukau #HandcraftedCeramics #NZDesign #MorningRitual
• •Website Banner (Gift Collection): Find a Gift They'll Truly Treasure. Explore our curated collection of unique finds, thoughtfully chosen from talented designers near and far. For every occasion, for every personality.
• •Email Newsletter Snippet (Designer Spotlight): Meet the Maker: [Designer Name] ✨ We're so proud to stock the incredible work of [Designer Name], whose passion for [their craft/material] shines through in every piece. Learn more about their story and browse their beautiful [product type, e.g., jewellery, prints] on our Journal. Supporting creativity, one beautiful object at a time.
• •Facebook Ad (General Brand Awareness): Tired of the same old? At KAUKAU ONLINE, we believe your home should tell your story. Discover unique, design-led homewares and gifts, lovingly sourced from independent creators. Let us help you find something special. Shop now: [link]
• •Product Description Snippet (e.g., for a unique vase): More than just a vase, this sculptural piece by [Artist's Name] is a quiet statement of elegance. Hand-formed with [material], its organic shape brings a touch of serene artistry to any space. Perfect for your favourite blooms or as a stand-alone object of beauty.