Brand Tone

Warm, authentic, and proud. Welcoming and personal, aiming to make customers feel like they are visiting a cherished local farm stall. Evocative of home, comfort, and tradition, with a strong sense of pride in South African roots and local craftsmanship.

Brand Values

• •Support for Local Craftsmanship
• •Quality and Authenticity
• •Heritage and Tradition
• •Thoughtful Gifting

Best Practices

• •Embrace "Welcoming" Language: Always use warm, inviting language. Phrases like "Welcome to," "From our home to yours," and "We're glad you're here" reinforce the friendly, personal nature of a traditional padstal.
• •Tell the Story Behind the Product: Don't just sell an item; sell its story. Mention where it's from, who made it, or the tradition behind it. This highlights the brand's core value of celebrating local craftsmanship and heritage.
• •Use Afrikaans Sparingly and Authentically: Incorporate evocative Afrikaans words like "lekker," "bederf," "boerseun," or "ouma" to add authentic South African flavour. This connects with the local audience and adds charm for international customers, but should be used naturally, not forced.
• •Focus on Quality and Senses: Use descriptive words that appeal to the senses and emphasize quality. Terms like "sun-ripened," "hand-stitched," "small-batch," "artisanal," and "rich aroma" convey the superior nature of the products.
• •Maintain a Proudly South African Voice: Consistently express pride in the brand's South African identity. Use phrases like "Proudly South African," "Local is Lekker," and "Custodians of South African artisanship" to reinforce this key pillar of the brand.

Social Perception

Highly regarded as a reliable and charming online store providing high-quality, unique products not easily found elsewhere. Perceived as a "hidden gem" for unique gifts and local products, with excellent customer service and a trustworthy, authentic focus on supporting local businesses.

Copy Examples

• •Taste the Tradition. Just like Ouma used to make. Our new range of artisanal preserves is bubbling over with locally sourced fruit and family recipes passed down through generations. From sun-ripened fig jam to spicy chutney, bring the heart of the South African farm stall to your table. #PadstalWinkel #LocalFlavour #HomemadeGoodness
• •Crafted to Last a Lifetime. This isn't just a wallet; it's a piece of South African artistry. Made from genuine, locally sourced leather, each stitch tells a story of dedication and skill. A perfect gift for the man who values quality that endures. Discover our full leather collection online. #HandcraftedInSA #LeatherGoods #PadstalPride
• •Give a Gift That Tells a Story. Tired of the same old gifts? Our curated "Bederfbokse" (Pamper Boxes) are filled with unique, handcrafted treasures from across South Africa. From artisanal foods to bespoke accessories, give a gift that’s as special as they are.
• •A little something from our home to yours. Welcome back to the Padstal! We've missed you. We've just stocked our shelves with some incredible new finds from our favourite local artisans, and we couldn't wait to share them with you. As a thank you for being part of our family, enjoy 10% off your next order. Come on in and find a new favourite!
• •A Kick of Karoo Heat. Hand-brewed in small batches, this chili sauce captures the fiery spirit of the Karoo. We use only the finest sun-dried chilis and a secret blend of spices to create a flavour that’s both bold and beautifully balanced. Perfect for spicing up your braai or adding a little something special to your favourite dish.