Brand Tone

Creative & Artistic, Passionate & Enthusiastic, Community-focused & Engaging, Down-to-earth & Approachable, Ethical & Responsible, Whimsical & Joyful

Brand Values

• •Art & Creativity
• •Quality & Durability
• •Sustainability & Ethical Production
• •Conservation
• •Community & Connection
• •New Zealand Heritage
• •Simplicity

Best Practices

• •Embrace Storytelling: Weave the Metalbird origin story and the "why" behind the brand into your copy. Talk about its beginnings as a street art project and its evolution into a global community. This builds connection and authenticity.
• •Highlight Values Consistently: Regularly reference the commitment to quality (Corten steel, local craftsmanship), sustainability (recycled materials, ethical production), and conservation (support for Forest & Bird). These are key differentiators.
• •Use Evocative & Passionate Language: Convey the joy, delight, and artistic nature of the products. Use words that inspire and connect with a love for nature and creativity (e.g., "transform," "beautifully crafted," "iconic," "smiles on faces").
• •Maintain a Friendly & Approachable Voice: Even as a global brand, retain the "humble beginnings" feel. Address the audience directly and warmly. Keep the language clear, engaging, and unpretentious.
• •Incorporate a Call to Community/Action: Encourage customers to share their Metalbird installations (user-generated content) and feel part of a larger art project. Frame purchases not just as a transaction, but as joining a movement that values art, nature, and ethical practices.

Social Perception

Positive & Admired, Unique & Giftable, Eco-conscious & Responsible, Innovative & Successful, Engaging & Fun

Copy Examples

• •Headline: From Our Neighbourhood to Yours: A Little Piece of Art, A Whole Lot of Joy. Body: Metalbird started with a simple idea: to bring art and delight to everyday spaces. Each bird is crafted with love in New Zealand from Corten steel, designed to tell a story as it weathers beautifully in your garden. Tap into creativity.
• •Headline: More Than Just Metal. It's a Promise. Body: We believe in art that gives back. That's why every Metalbird is ethically made using sustainable practices, and a portion of our proceeds helps protect the incredible birds that inspire us. Join our flock and make a difference, one beautiful silhouette at a time.
• •Headline: Your Garden's Next Conversation Starter. Body: Imagine a stunning Kōkako, a cheeky Pīwakawaka, or a majestic Ruru, bringing a touch of Kiwi nature to your favourite tree or fence. With a simple tap, Metalbird transforms your space and connects you to a global art project born from passion. Share the delight!
• •Headline: Built to Last, Designed to Inspire. Body: Crafted from premium Corten steel, your Metalbird isn't just a fleeting beauty. It's a piece of art that evolves with the seasons, developing a unique patina that protects it for decades. A timeless gift for loved ones, or a lasting treasure for your own special sanctuary.
• •Headline: Join the Metalbird Story: Art, Nature, Community. Body: It began with a spark of street art fun and grew into a worldwide family connected by the love of birds and beautiful design. Every Metalbird you welcome into your life supports local craftsmanship and vital bird conservation. What story will your Metalbird tell?