Brand Tone

Educational, Nostalgic, and Inquisitive.

Brand Values

• •Education
• •Innovation
• •Community
• •Heritage
• •Sustainability

Best Practices

• •Lead with Education and Curiosity: Frame every product not just as an item, but as a tool for discovery. Use inquisitive language ("What if you could...", "Discover how...") to engage the audience's imagination.
• •Weave in "Kiwi Ingenuity": Regularly connect products back to the core museum theme of New Zealand innovation. This reinforces the brand's unique position and heritage.
• •Speak to Two Generations: Write copy that resonates with both children (the end-users) and adults (the purchasers). Use words like "discover," "adventure," and "create" for kids, while incorporating "nostalgia," "quality," and "educational value" for parents and grandparents.
• •Extend the Museum Visit: Position the shop as a continuation of the MOTAT experience. Copy should feel like the next logical step after a day of exploration, using phrases like "Continue the discovery at home" or "Take a piece of the museum with you."
• •Use "We" and "You" to Build Community: Employ a conversational, inclusive tone. Use "we" to talk about the museum's mission and "you" to invite the customer to be a part of it. Phrases like, "Your purchase helps us..." make the transaction feel like a contribution to a shared goal.

Social Perception

A Valued Educational Destination with Nostalgic Ties.

Copy Examples

• •Headline: Build a Piece of Kiwi Aviation History. Body: Before jumbo jets graced our skies, pioneering spirit took flight. Inspired by the icons in our Aviation Hall, this model kit lets you become the engineer. Feel the thrill of creation as you piece together your own aircraft. It's more than a model; it's a hands-on lesson in Kiwi ingenuity. Perfect for innovators aged 10 and up.
• •(Image: A colorful, retro-style spinning top in action, held by a child's hands). Caption: Remember this? Some technology never gets old. Long before apps and touchscreens, simple mechanics could spark so much joy. Rediscover the magic of hands-on play with our collection of timeless toys at the MOTAT Shop. What was your favorite childhood toy? #MOTAT #KiwiChildhood #RetroToys #SparkImagination #Auckland
• •Headline: Turn "I'm bored" into "I built it!" Body: Keep curious minds buzzing these school holidays. The MOTAT Shop is packed with amazing STEM kits, mind-bending puzzles, and creative projects that make learning an adventure. Continue the fun from your museum visit and inspire the innovator in your family. Shop online or pop in after you explore! Call to Action: Shop Now & Spark an Idea
• •Text: Exclusively Yours. From our Collection to your home. Shop unique gifts, prints, and books inspired by MOTAT's most treasured items. Every purchase supports our mission to preserve New Zealand's heritage of innovation. Thank you for your support.
• •Subject: A Gift for the Future Innovator Body: Hi [Name], at MOTAT, we believe every great invention starts with a spark of curiosity. That's the idea behind every item we select for the MOTAT Shop. From science kits that fizz and pop to books that tell the stories of New Zealand's brightest minds, find the perfect gift to inspire the next generation of thinkers, creators, and dreamers.