Brand Tone

Curated & Eclectic, Personal & Passionate, Quality-Focused & Enduring, Artistic & Aesthetically Driven, Authentic & Approachable, Community-Oriented (local focus)

Brand Values

• •Curation: The act of carefully selecting and presenting unique items is central.
• •Individuality & Storytelling: Valuing objects with history, character, and the ability to make a space unique.
• •Quality & Longevity: A preference for well-made items that last, rather than disposable trends.
• •Support for Local Creatives: Providing a platform for Melbourne-based designers and makers.
• •Authenticity: Genuine passion from the founder, translating into the store's collection and atmosphere.
• •Aesthetic Integrity: A strong sense of style and a belief in the 'magic' or 'spark' of well-chosen objects.
• •Connection: Fostering a connection between people, objects, and spaces.

Best Practices

• •Embrace Storytelling: Every product, especially vintage or artisanal, has a story. Hint at its past, its craftsmanship, or the unique vision of its maker. Use evocative language that paints a picture.
• •Highlight Curation and Selectivity: Use phrases like 'hand-picked,' 'carefully selected,' 'our curated collection' to reinforce that items are chosen with intention, not just stocked.
• •Speak from a Personal & Passionate Perspective: Even in product descriptions, let the founder's genuine enthusiasm for discovery and quality shine through. Use 'we believe,' 'we love,' 'discover your own treasure.'
• •Balance Vintage Allure with Modern Appeal: When describing items, bridge the gap between the charm of the old and the relevance of the new. Showcase how pieces can fit into contemporary lifestyles.
• •Maintain Visual-Linguistic Harmony: Ensure the copy complements the brand's strong visual identity (seen on Instagram and in press). If the visuals are artistic and considered, the language should be too – avoid generic or overly commercial phrasing. Focus on sensory details and emotional responses the items might evoke.

Social Perception

Based on press coverage and online presentation, Ma House Supply Store is likely perceived as a niche, high-quality homewares and design store with a strong, unique point of view. It's seen as a destination for those seeking distinctive, often one-of-a-kind pieces, and for supporting local talent. The founder, Ben Mooney, is integral to the brand's identity, perceived as a passionate collector with a keen eye. The brand likely appeals to design-conscious individuals, those who appreciate vintage and artisanal products, and people looking to create a home that reflects personal style rather than mass-market trends. The lack of a very broad, mainstream social media footprint (beyond a strong Instagram presence) might suggest a focus on a more targeted, discerning clientele or a reliance on reputation and word-of-mouth within design circles.

Copy Examples

• •Headline: Beyond the Ordinary. Discover Ma House. Body: Your home tells your story. We curate timeless vintage finds and exceptional pieces from local Melbourne makers, each with a soul of its own. Find objects that spark joy and endure. (Tone: Evocative, Quality-focused. Values: Curation, Individuality, Quality)
• •Headline: Curated with Passion. Collected for You. Body: At Ma House Supply Store, every piece is chosen with an eye for lasting beauty and the stories they hold. From cherished antiques to contemporary local designs, build a home that’s uniquely yours. (Tone: Personal, Artistic. Values: Curation, Authenticity, Storytelling)
• •Headline: The Art of Home. Found at Ma House. Body: We believe in the magic of a well-loved object. Explore our ever-changing collection of furniture, homewares, and art – a blend of history and modern Melbourne creativity. (Tone: Aspirational, Eclectic. Values: Aesthetic Integrity, Individuality, Support for Local)
• •Headline: More Than a Store. It’s a Feeling. Body: Step into Ma House Supply Store, where vintage charm meets contemporary Melbourne design. We’re passionate about helping you find those special pieces that make a house a home. (Tone: Inviting, Passionate. Values: Connection, Authenticity)
• •Headline: Invest in Character. Shop Ma House. Body: Tired of trends? Discover enduring style with our hand-picked vintage treasures and unique works by local artisans. Quality pieces that reflect your personality and stand the test of time. (Tone: Confident, Quality-Focused. Values: Quality & Longevity, Individuality)