Brand Tone

Conscious and Thoughtful, Appreciative and Refined, Informative and Transparent, Calm and Gentle, Authentic and Principled

Brand Values

• •Sustainability
• •Ethical Production
• •Quality and Durability
• •Craftsmanship (Handcrafted)
• •Transparency
• •Locally Made (Aotearoa)
• •Natural Materials
• •Organic
• •Recycled
• •Vegan
• •Biodegradable

Best Practices

• •Anchor in Your Values: Always circle back to Made Good's core values (sustainability, ethical production, quality, etc.) in your messaging. Let these principles guide the language and the stories you tell.
• •Emphasize "Artful & Useful": Consistently highlight the dual appeal of the products – their aesthetic beauty and their practical function, as stated in your brand ethos. Use descriptive language that appeals to a sensibility for good design.
• •Maintain a Calm, Appreciative Voice: Avoid overly salesy or urgent language. Instead, adopt a tone that is appreciative of craftsmanship, gentle in its persuasion, and informative. Think "invitation to discover" rather than "pressure to buy."
• •Be Transparent and Informative: Share details about the makers, the materials, and the ethical considerations behind the products. This reinforces trust and aligns with the brand’s transparency value.
• •Visual and Verbal Harmony: Ensure the sophisticated, clean, and natural aesthetic of your visuals is mirrored in your copy. The language should be as carefully chosen and considered as the products you curate.

Social Perception

Trusted Source for Ethical Goods, Curator of Quality and Beauty, Advocate for Conscious Living, Aligned with NZ Values, Aspirational yet Attainable

Copy Examples

• •Instagram Post (Image: A beautifully handcrafted ceramic mug, perhaps with steam rising from it): Morning moments, made better. ✨ Our curated collection of handcrafted ceramics brings artistry and intention to your daily rituals. Each piece tells a story of sustainable practices and the skilled hands that shaped it. Discover goods made to treasure, made for good. #MadeGoodNZ #EthicalHome #SustainableLiving #HandcraftedNZ #ConsciousConsumption
• •Facebook Ad (Carousel showcasing various products – a linen tea towel, a natural cleaning product, a wooden toy): Elevate your everyday with Made Good. We bring you a thoughtful selection of homewares and lifestyle goods, each chosen for its beauty, quality, and commitment to ethical, sustainable practices. From locally made treasures to global artisan finds, live an aesthetic life that’s gentle on the planet. Shop our values. #MadeGood #ShopEthicalNZ #SustainableStyle #NZMade #ConsciousHome
• •Website Homepage Banner Text: Beautifully Made. Sustainably Sourced. Designed to Last. Welcome to Made Good – your home for elegant, ethical alternatives that inspire a conscious way of living. [Shop Our Collection]
• •Email Newsletter Snippet (Subject: Discover the Story Behind Your Next Favourite Thing): At Made Good, we believe every item in your home should have a story worth telling. This week, we’re highlighting [Maker's Name/Brand], whose commitment to [specific value, e.g., recycled materials or traditional woodworking] results in pieces that are not only stunning but also kind to our world. Explore their collection and the values that make them truly Made Good.
• •Pinterest Pin Description (Image: A beautifully styled room featuring several Made Good products): Crafting a conscious home, one beautiful piece at a time. At Made Good, discover ethically sourced homewares, sustainable textiles, and artisan goods that align with your values and elevate your space. Inspired by good design and genuine ethical principles. #MadeGoodHome #EthicalLiving #SustainableDesignNZ #InteriorInspo #ConsciousChoices