Brand Tone

authentic, supportive, community-focused, friendly, approachable, passionate about craftsmanship and local creativity, descriptive, warm, personal, heartfelt

Brand Values

• •Support for Local Artisans
• •Handmade & High-Quality Craftsmanship
• •Community and Collaboration
• •Authenticity and Storytelling
• •Eclectic and Curated Style

Best Practices

• •Always Lead with the Maker: Whenever possible, start with the artisan. Frame the product through the lens of the person who created it. This reinforces the core value of supporting local talent.
• •Use Warm and Descriptive Language: Words like "heartfelt," "handcrafted," "thoughtfully curated," "local," and "community" should be staples. Describe the textures, scents, and feelings associated with the products.
• •Tell Micro-Stories: Every post is an opportunity for a short narrative. Who made it? What was the inspiration? Why is it special? This transforms a product listing into a piece of content.
• •Emphasize "Tasmanian" and "Local": Consistently use geographical identifiers. This builds a strong sense of place and appeals to customers who are specifically seeking to support the Tasmanian economy.
• •Maintain a Consistent Voice Across Platforms: The friendly, supportive tone should be present everywhere, from an Instagram caption to a customer service email. The voice is that of a proud curator and supportive friend, not a generic retailer.

Social Perception

A cherished local treasure, vital supporter of Tasmania's creative economy, offering high-quality, unique products, a go-to for thoughtful, locally-sourced gifts and homewares.

Copy Examples

• •Meet the hands behind these beautiful mugs. We're so proud to feature the work of [Maker's Name], a local ceramicist who pours so much heart into every piece. Each one is a little bit of Tasmanian soul, ready to make your morning coffee special. Find them in-store and online.
• •From our island to your home. Little Wing is a curated collection of beautiful goods, handcrafted with passion by Tasmanian makers. Discover gifts and homewares with a story.
• •Looking for a gift that tells a story? Our shelves are filled with unique, handmade treasures from across Tasmania. From hand-poured candles to bespoke jewellery, give something truly special this season. Shop local, shop Little Wing.
• •Crafted in our Margate studio, this velvet cushion brings a touch of bold luxury to any space. We source beautiful, high-quality fabrics from around the globe to create pieces that are both a statement and an invitation to get comfortable. A perfect piece of our eclectic style.
• •New Makers, New Magic ✨ Inside Little Wing this month...