Brand Tone

Curated & Knowledgeable, Enthusiastic & Passionate, Cultured & Niche, Exclusive & Rare, Understated & Authentic

Brand Values

• •Curation
• •Preservation of Culture
• •Discovery & Knowledge Sharing
• •Authenticity & Rarity
• •Community
• •Passion for the Tangible

Best Practices

• •Emphasize Scarcity and Uniqueness: Consistently highlight the rare, out-of-print, or "cult classic" nature of the items. Use terms like "unearthed," "archival," "elusive," "collectable."
• •Maintain a Knowledgeable and Appreciative Voice: Write captions and descriptions that demonstrate a genuine understanding and appreciation for the artists, works, and their cultural context. Avoid generic descriptions.
• •Focus on the "Hunt" and Curation: Subtly weave in the narrative of careful selection and the effort involved in sourcing these items, reinforcing the value of the collection.
• •Keep Visuals High Quality and Thematic: Ensure photography of the books is clean, well-lit, and focuses on the tactile and visual appeal of the items, aligning with the artistic nature of the products.
• •Engage with the Community Authentically: When interacting (e.g., on Instagram comments or at events), maintain the passionate, knowledgeable, and slightly understated tone. Share insights rather than just "selling."

Social Perception

RECORD 28 BOOKS is perceived as a specialist, expert source for rare and culturally significant art, photography, and counter-culture books and ephemera. It's seen as a destination for collectors, enthusiasts, and those seeking unique items not readily available elsewhere. The founder, Nick Mennell, is viewed as a knowledgeable and passionate curator. The association with publications like Hero Magazine, i-D, and Dazed, and collaborations like with GOAT, lend it credibility and a "cool" factor within its niche. The name can cause slight confusion with music stores, but its specialization in books is quickly clarified through its content and descriptions.

Copy Examples

• •Instagram Post (New Arrival): Unearthed. This rare first edition of [Book Title] offers an unfiltered glimpse into [Artist/Movement's] formative years. A must-have for the serious collector. Available online and at our Hackney Road space. #Record28Books #RareBooks #ArtBook #Photography #CounterCulture
• •Website Product Description Snippet: Delve into the archives with [Book Title]. More than just a book, it's a time capsule – a vital document of [Specific Era/Scene]. RECORD 28 BOOKS is proud to present this out-of-print gem, a testament to the enduring power of [Theme, e.g., visual storytelling/underground art].
• •Email Newsletter Subject Line: Fresh Finds & Cult Classics: Your Weekly Dose from RECORD 28 (Body Snippet): This week, we've sourced a particularly compelling collection, from seminal photography monographs to elusive counter-culture zines. Discover pieces that challenge, inspire, and complete your collection...
• •About Us Snippet (for a feature or collaboration): RECORD 28 BOOKS isn't just a bookstore; it's an archive of the iconic and the obscure. Since 2018, we've been dedicated to unearthing rare and out-of-print publications that define art, photography, and counter-culture movements. We connect discerning collectors and enthusiasts with the tangible pieces of history they seek.
• •Promotional Post (Pop-Up Event): Join RECORD 28 BOOKS this weekend at [Location/Event]! We're bringing a curated selection of our finest rare photography, art, and cult classics. Come browse, discover, and talk all things print. [Date & Time]. #LondonBookshops #PopUp #ArtBooksForSale #VintageBooks