Brand Tone

Authentic, Mindful, and Enduring

Brand Values

• •Sustainability
• •Craftsmanship
• •Community
• •Durability

Best Practices

• •Lead with "Why," Not Just "What": Always connect the product back to the core values. Don't just sell a laundry basket; sell a durable, locally-made piece of your home that supports a circular economy.
• •Use Simple, Honest Language: Avoid buzzwords. The brand's strength is its authenticity. Use clear, calm, and confident language that reflects the quality and integrity of the products. Words like "handcrafted," "made to order," "natural fibers," and "local makers" are powerful and true to the brand.
• •Tell the Story of the Makers: Regularly highlight the people and small businesses involved in the creation process. This reinforces the "Community" value and adds a human element that differentiates the brand from faceless corporations.
• •Emphasize Longevity Over Trends: Frame products as lifelong companions. Use phrases like "designed to endure," "timeless pieces," and "gets better with age" to communicate their lasting value and counter the throwaway culture.
• •Educate the Customer: Use copy to explain the benefits of the brand's sustainable practices. Explain what "product stewardship" means, why natural fibers are better, and the positive impact of a "made-to-order" model. This builds a deeper appreciation and justifies the premium nature of the products.

Social Perception

Respected, Ethical, and High-Quality

Copy Examples

• •Built for life's beautiful messes. Our signature laundry basket, handcrafted in Nelson from raw steel and durable canvas, is designed not just to hold your laundry, but to become a lasting part of your home's story. Made slowly, to last a lifetime. #MavisAndOsborn #MadeInNewZealand #SlowLiving
• •Rest easy in the knowledge that your comfort doesn't come at the expense of the planet. Our linen bedding is crafted from 100% natural European flax, becoming softer with every wash. Woven and sewn with care by our local artisans in Nelson, it goes a simple luxury, made to endure.
• •Why do we make things? In a world full of 'stuff', it's a question we ask ourselves daily. For us, the answer is in the making itself goesin supporting our community of local craftspeople, in choosing natural materials that return to the earth, and in creating objects with purpose and longevity. When you bring a Mavis and Osborn piece into your life, you're supporting a kinder way of doing business. Thank you for being part of our journey.
• •Your brand deserves a uniform that works as hard as you do. We design and create custom workwear from natural, breathable fibers that offer durability for your team and reflect your business's commitment to quality and sustainability. Let's create something functional and beautiful together.
• •Loved to the threads? That's our goal. But the story doesn't have to end there. Before you think of replacing your Mavis & Osborn piece, think of renewing it. From simple repairs to a fresh over-dye, our Product Stewardship program is our commitment to you, and the planet. #CircularDesign #RepairDontReplace #SustainableLiving