Brand Tone

Aspirational yet Accessible, Warm and Friendly, Curated and Discerning, Understated and Elegant, Appreciative of Craftsmanship and Design

Brand Values

• •Quality
• •Uniqueness and Curation
• •Aesthetics and Beauty
• •Customer Connection and Service
• •Support for Local/Australian Made (where possible)
• •Practicality

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (warm, aspirational yet accessible, curated) and values (quality, uniqueness, customer connection). Include key adjectives and examples of do's and don'ts. Share this with anyone creating content.
• •Focus on "Curated" and "Quality": Consistently use language that reflects the careful selection process and the high standard of the products. Words like "handpicked," "artisan," "thoughtfully chosen," "premium," "crafted" can be effective.
• •Speak to the Customer's Aspirations (Gently): Frame products not just by their features, but by how they enhance a lifestyle or home – creating comfort, beauty, or a sense of personal style. Avoid hyperbole; let the product's quality speak.
• •Maintain a Warm and Helpful Persona: Whether it's social media captions, email responses, or product descriptions, ensure the language is approachable, friendly, and helpful. Answer questions thoroughly and show genuine appreciation for customers.
• •Visual and Verbal Harmony: Ensure the tone of the copy always aligns with the visual aesthetic. If the imagery is clean, elegant, and warm, the copy should echo this. Avoid jarring or overly casual language that doesn't match the visual presentation.

Social Perception

Trusted Local Gem, Source of Unique Finds, High-Quality Retailer, Stylish and Tasteful, Friendly and Approachable

Copy Examples

• •Welcome warmth and texture into your space with our latest collection of hand-thrown ceramic mugs. Each piece, a unique whisper of artistry, perfect for your morning ritual or a quiet evening cuppa. Discover the collection online and in-store. #MountainAndRow #CuratedLiving #ArtisanHome #MansfieldVictoria #NewArrivals
• •Searching for that perfectly thoughtful gift? Explore Mountain and Row’s collection of unique treasures, from Australian-designed jewellery to beautifully crafted homewares. Find something special that tells a story. Shop with us in Mansfield or online – we’re here to help you choose! #GiftsToLove #ShopLocalMansfield #UniqueFinds #MountainAndRowStyle
• •Drape your home in effortless elegance with our pure linen throw. Soft to the touch and wonderfully versatile, it’s the perfect companion for cozy evenings on the sofa or adding a touch of understated luxury to your bedroom. Crafted for comfort, designed to last. Dimensions: 130cm x 170cm. Material: 100% European Linen.
• •Hello [Customer Name], As the seasons shift, so does the light in our homes. Discover fresh inspiration with Mountain and Row’s new Autumn Edit – a carefully selected range of comforting textures, warm hues, and unique pieces to make your home a haven. Explore what’s new and find your next favourite thing.
• •At Mountain and Row, we believe your home should be a reflection of your story, filled with pieces you love. That’s why we pour our passion into sourcing unique, beautifully designed homewares, thoughtful gifts, and timeless accessories. We champion quality craftsmanship and delight in connecting you with items that bring joy and style to everyday living, with a special place in our hearts for Australian creators.