Brand Tone

Artisanal & Authentic, Local & Community-Focused, Quirky & Unique, Supportive & Proud, Approachable & Friendly

Brand Values

• •Support for Local Artists & Makers
• •Handmade & Craftsmanship
• •Originality & Uniqueness
• •Texas Pride & Identity
• •Community Engagement

Best Practices

• •Always Emphasize "Local" and "Handmade": Ensure that the Texas connection and the artisanal nature of the products are front and center in most communications.
• •Tell Artist Stories: Briefly highlighting the makers behind the products adds depth and reinforces the brand's value of supporting local talent. This creates an emotional connection.
• •Use Authentic and Slightly Quirky Language: Reflect Austin's unique vibe. Avoid overly corporate or generic phrasing. Let the passion for creativity shine through.
• •Maintain Visual Consistency: Ensure that the visual branding (photography style, graphics) complements the artisanal and local tone of the text.
• •Engage with the Community: Use language that invites interaction and fosters a sense of belonging, whether online or in-store. Ask questions, feature customer finds (with permission), and highlight local events or collaborations.

Social Perception

Perceived as a beloved Austin institution and a treasure trove for unique, locally made goods. Customers see it as a reliable place to find meaningful gifts that support local artisans. Viewed as embodying the "Keep Austin Weird" spirit through its eclectic and creative offerings. Strong appreciation for its commitment to Texas artists and the quality of its curated selection.

Copy Examples

• •Instagram Post (Image: A vibrant, handcrafted ceramic mug): Morning coffee just tastes better when it's sipped from a piece of Texas. ✨ This unique mug was handmade with love by [Artist Name] right here in Austin. Supporting local never looked so good. #paperworkaustin #shoplocalatx #texasartist #handmadeintexas #southcongress
• •Website Homepage Headline: Paper Work (formerly Parts + Labour): Austin's Home for Handcrafted Originals from Texas Artists.
• •Facebook Ad (targeting users interested in local arts and crafts): Discover the Art of Texas. At Paper Work on South Congress, every piece tells a story. We bring you the best in handmade jewelry, prints, home goods, and more – all crafted by talented Texas artists. Visit us and take a piece of Austin's creativity home! #KeepAustinCreative #TexasMade #ArtisanGoods
• •In-Store Signage (near a display of screen-printed t-shirts): Wear Your Texas. Unique designs, hand-pulled by local artists. More than a tee, it's a statement. #AustinStyle #LocalThreads
• •Email Newsletter Snippet (featuring a new artist): Meet the Maker! This month, we're thrilled to introduce [Artist Name], whose incredible [type of art/craft] embodies the spirit of Texas creativity. Learn their story and see their latest collection now in store and online. Supporting our artists means supporting our community. [Link to artist feature]