Brand Tone

Expert/Knowledgeable, Supportive/Community-Oriented, Passionate/Enthusiastic, Quality-Focused, Approachable/Helpful, Traditional/Established

Brand Values

• •Quality
• •Expertise & Knowledge Sharing
• •Artist Support & Community Building
• •Accessibility (to specialized materials)
• •Passion for Art & Printmaking
• •Heritage/Tradition

Best Practices

• •Speak from Experience: Always leverage the fact that the team is composed of practicing artists. Use phrases like "As artists ourselves, we understand..." or "Our team recommends..." to build credibility and connection.
• •Educate and Inform: Share knowledge generously. Create content (blog posts, social media snippets, videos) that explains techniques, demystifies products (like the "Deep Dive into Black Etching Ink" example), and helps artists make informed choices. This reinforces expertise and supportive values.
• •Highlight Quality and Heritage: Consistently mention the high quality of the products and the store's long-standing history (since 1974/1975). This builds trust and positions MES as a reliable, established authority.
• •Foster Community: Feature customer artwork (with permission), share news about local art events or workshops (even those not directly hosted by MES if relevant), and use inclusive language ("your partners in print," "let's create together"). This reflects the "Print Guild" origins and community support values.
• •Maintain an Approachable Expertise: While showcasing deep knowledge, ensure the language remains accessible to artists at all levels, from students to seasoned professionals. Avoid overly jargonistic language without explanation, and always offer to help further. The friendly "cat drawings" anecdote is a reminder of this human touch.

Social Perception

Respected Specialist, Essential Resource, Knowledge Hub, Community Pillar, Reliable & Comprehensive

Copy Examples

• •Headline: Unlock Your Vision: The Finest Etching Supplies, Guided by Artists. Body: At Melbourne Etching Supplies, we’re more than just a store; we’re your partners in print. Since 1975, our team of practicing artists has been dedicated to providing the highest quality materials and expert advice to help you bring your boldest creations to life. Explore our curated range.
• •Headline: From Plate to Print: Master Your Craft with MES. Body: Dive deep into the world of printmaking with supplies trusted by professionals and art schools Australia-wide. Whether you're perfecting your aquatint or exploring new relief techniques, find everything you need – from the sharpest tools to the richest inks – all backed by our passionate, knowledgeable team.
• •Headline: The Printmaker's Choice for Generations. Body: For nearly 50 years, Melbourne Etching Supplies has been the cornerstone of the printmaking community. We stock an unparalleled selection of traditional and contemporary materials, ensuring every artist finds their perfect medium. Discover quality that endures.
• •Headline: Your Art Deserves the Best. We Supply It. Body: Don’t compromise on your creative expression. Melbourne Etching Supplies offers a specialist range of fine art materials, from world-renowned Charbonnel inks to exquisite Hahnemühle papers. Elevate your art with the tools the experts use. Our artist staff are here to help.
• •Headline: More Than Materials – It’s a Passion for Print. Body: Join a community that shares your enthusiasm for the art of printmaking. At MES, our team lives and breathes art, offering not just supplies but also inspiration and technical support born from experience. Let’s create something beautiful together.