Brand Tone

Authentic, Warm & Friendly, Passionate, Down-to-earth, Appreciative

Brand Values

• •Sustainability & Eco-friendliness
• •Craftsmanship & Quality
• •Uniqueness & Character
• •Australian Made
• •Customer Focus & Service
• •Heritage (of materials)

Best Practices

• •Embrace Imperfection: Highlight the unique characteristics of recycled timber (knots, nail holes, varying grains) as features that add beauty and story, not flaws.
• •Tell the Story: Consistently weave in the "Recycled, Reclaimed, Reborn" narrative and the Australian-made aspect in product descriptions, social media, and 'About Us' sections. This reinforces authenticity and sustainability.
• •Use Warm and Inclusive Language: Address customers in a friendly, approachable manner. Use words like "we," "us," and "our community" to foster a sense of connection. When responding to comments or reviews, maintain a helpful and appreciative tone.
• •Showcase, Don't Just Sell: Focus on how the products enhance a home or artwork. Use customer photos (with permission) and lifestyle imagery to demonstrate the aesthetic and emotional value.
• •Be Genuinely Enthusiastic: Let the passion for sustainability, craftsmanship, and the beauty of recycled materials come through in all communications. An authentic voice is more engaging and builds trust.

Social Perception

Highly Positive, Trusted, Artistic & Stylish, Ethical Choice, Good Value

Copy Examples

• •Headline: Give Your Memories a Story. Our Recycled Timber Frames. Body: Each Mulbury frame is handcrafted in Australia from reclaimed timber, bringing a unique past to your treasured moments. More than just a frame, it's a piece of history, reborn. Frame your world, sustainably.
• •Headline: Rustic Charm, Modern Home. Discover Mulbury Homewares. Body: Looking for that perfect touch of warmth? Our eco-friendly homewares are designed with a love for natural materials and timeless style. From unique planters to character-filled coat racks, find pieces that tell a story.
• •Headline: Beautifully Made, Responsibly Sourced. That’s the Mulbury Promise. Body: We believe in quality that doesn’t cost the Earth. Our picture frames and homewares are lovingly made from recycled Australian timber, ensuring every piece is as unique as your home.
• •Instagram Caption (with image of a customer's framed art): We just LOVE seeing your art come to life in our frames! 😍 @[CustomerHandle]'s stunning piece looks right at home in our Original Recycled Timber Frame. Got a Mulbury frame story? Share it with #MulburyMoments!
• •Product Description Snippet (for a specific frame): The Natural Wide Frame (8.5cm) – let the timber talk. Crafted from beautifully aged, recycled Australian wood, this frame boasts distinctive grain, nail holes, and those perfect imperfections that make it truly one-of-a-kind. Lightly sanded to let its natural character shine. Built to last, designed to be loved.