Brand Tone

Inspirational, Compassionate, and Authentic

Brand Values

• •Purpose-Driven Commerce
• •Handmade Craftsmanship
• •Community and Collaboration
• •Resilience and Courage
• •Mindful Consumption

Best Practices

• •Lead with Purpose
• •Use Empathetic and Uplifting Language
• •Tell the Story of the Hands
• •Write for the Senses
• •Foster a Community of 'Kourage'

Social Perception

Kourage & co. is perceived very positively by its customers and the wider community. It is seen as a trustworthy and high-quality small business with a powerful and authentic mission. Customers appreciate not only the aesthetic and quality of the products but also the fact that their purchase supports a meaningful cause. The brand's narrative resonates deeply, creating an emotional connection that goes beyond a simple transaction. The perception is that of a brand with a true heart, which adds significant value to its products.

Copy Examples

• •Light for a cause. ✨ Our new 'Serenity' candle is hand-poured in Melbourne with notes of chamomile and lavender, designed to bring a moment of peace to your space. Every candle sold helps us support childhood cancer research, turning a simple flame into a beacon of hope. #KourageAndCo #HandmadeWithLove #PurposeDriven #EndChildhoodCancer
• •More Than a Gift. It's a Gesture of Courage. Discover our collection of handmade goods that give back.
• •The 'Care & Comfort' Box. Thoughtfully curated to bring warmth to someone who needs it. Featuring a hand-poured soy candle from our studio, a soft organic cotton wheat pack, and artisanal tea from a local Melbourne partner, this box is a hug in a package. A portion of its proceeds is donated to the Children's Cancer Foundation, making it a gift that truly matters.
• •A little courage for your week...
• •Looking for a gift that tells a story? kourage & co. was born from a family's journey with childhood cancer. We create beautiful, handmade homewares and gifts in Melbourne, with a portion of every sale supporting cancer research. Shop with purpose. [Shop Now]