Brand Tone

Premium & Sophisticated, Expert & Knowledgeable, Passionate & Dedicated, Heritage-Rich & Authentic, Approachable & Appreciative (Customer-focused)

Brand Values

• •Quality
• •Craftsmanship
• •Heritage & Legacy
• •Customer Experience
• •Ethical Sourcing (implied)

Best Practices

• •Emphasize Heritage and Quality in Storytelling: Weave the Stanbroke legacy and the "Augustus" station connection into narratives. Consistently use terms like "premium," "artisan," "craft," "finest," and "high-quality" when describing products and processes.
• •Adopt a Confident and Knowledgeable Voice: Use language that reflects expertise in butchery and fine foods. Offer tips, explain cuts, or discuss a "Steak School" to educate and empower customers, reinforcing the "consultative" approach.
• •Maintain Visual and Textual Sophistication: Ensure all written content aligns with the high-end aesthetic of the brand's visuals and store design (which is likened to a jewellery store). Use clear, refined language that appeals to a discerning customer.
• •Balance Exclusivity with Approachability: While highlighting premium aspects (like award wins and exclusive Wagyu lines), ensure the tone remains welcoming. Phrases expressing gratitude to customers or focusing on their "needs" can achieve this.
• •Showcase Passion and Dedication: Let the genuine love for the craft and commitment to excellence shine through. Use words like "passion," "dedication," and "care" to convey the human element and effort behind the premium products.

Social Perception

High-Quality Provider, Award-Winning, Premium Pricing, Specialty Butcher, Knowledgeable & Service-Oriented

Copy Examples

• •Headline: Experience the Art of Butchery. Indulge in a Legacy of Flavour. Body: At Peter Augustus, every cut tells a story of heritage and dedication. From our pristine Australian stations to your table, savour the unparalleled quality that only generations of passion can perfect. Discover true craftsmanship.
• •Headline: More Than a Meal. It's a Peter Augustus Moment. Body: Elevate your everyday dining with our award-winning selections. Our Sanchoku Wagyu, with its exceptional marbling, and handcrafted sausages are curated for those who appreciate the finer details. Taste the difference commitment makes.
• •Headline: Your Culinary Journey Starts Here. Body: Let our artisan butchers guide you to the perfect selection. Whether it's a show-stopping Angus Tomahawk or the delicate richness of our grass-fed lamb, we're dedicated to providing an unmatched eating experience, from our family to yours.
• •Headline: Celebrate Tradition. Savour Excellence. Body: Peter Augustus brings you the pinnacle of Australian beef, a testament to our family's enduring legacy in the pastoral community. Ethically sourced, expertly butchered, and delivered with care for your most memorable meals.
• •Headline: The Standard for Quality. The Heart of Your Table. Body: We believe that true quality comes from care at every stage. From our family-owned Stanbroke stations to our meticulous craft, Peter Augustus delivers not just exceptional meat, but a promise of an extraordinary culinary experience. Shop online for next-day delivery.