Brand Tone

Warm, community-oriented, progressive, thoughtful, personal, welcoming, narrative-driven, kind, inclusive, appreciative of craft and social justice.

Brand Values

• •Community
• •Inclusivity and Social Justice
• •Support for Local and Artisan Products
• •Accessibility
• •Authenticity and Transparency

Best Practices

• •Lead with Your 'Why': Always connect your copy back to your core values. Whether you're selling a sandwich or a pin, frame it within the context of community, craftsmanship, or social good.
• •Use a Personal, Narrative Voice: Write as if you are speaking directly to a friend. Share stories, be transparent about challenges and successes, and let the owners' authentic personalities shine through. Avoid overly corporate or sterile marketing language.
• •Champion Your Community and Suppliers: Regularly highlight the local artisans, farmers, and producers you work with. This reinforces your commitment to the local economy and shares the spotlight, building a stronger ecosystem.
• •Be Unapologetically Inclusive: Continue to use language that is explicitly welcoming and affirming to all people. Don't shy away from your progressive politics; it is a key differentiator and a reason your core audience supports you.
• •Emphasize Connection Over Transaction: Frame your offerings not just as products, but as tools for connection a coffee that starts a conversation, a meal shared with friends, a gift that shows you care. The goal is to make people feel like they are part of the Rosefinch story.

Social Perception

Overwhelmingly positive, charming, welcoming, essential community hub, a force for good, cherished and protected local institution, celebrated for inclusivity.

Copy Examples

• •Your morning ritual just got a little more beautiful. We're so excited to welcome these handcrafted soaps from [Local Artisan Name] to our shelves. Made just down the road with all-natural ingredients, they re a small moment of kindness for your skin and a great way to support our amazing local makers. Come by and find your new favorite scent! #MadeInNovaScotia #ShopLocal #ArtisanSoap #RosefinchMercantile
• •More than just a store, we're a meeting place. A spot for a quiet coffee, a chat with a neighbour, or a place to simply be. When we opened Rosefinch, our dream was to create a space that felt like the heart of our small town and seeing it come to life every day is our greatest joy. Thank you for being our community. #CommunityHub #PortMedway #GatheringPlace
• •A small pin with a powerful message. Our 'Deeds Not Words' enamel pin from the Votes for Women collection is a tribute to the courage of those who fought for change. We believe our shelves should reflect our values, and this is a perfect piece of that conviction. Wear it with pride. #VotesForWomen #ProgressiveGifts #DeedsNotWords #FeministArt
• •Let's make things together! Join us this Saturday for Crafternoon from 2-4 pm. Bring your knitting, your sketchbook, or whatever project you're working on. It's a relaxed, no-pressure time to connect with fellow creatives and neighbours. All are welcome, always. Can't wait to see you there! #Crafternoon #CommunityArt #RosefinchEvents #PortMedway
• •Subject: A little note from us. | When we packed our lives up in Toronto, we had a dream of a life by the sea, but more than that, a life with purpose. Rosefinch Mercantile is our dream-come-true a place built on the idea that a business can be a source of good. Every fair-trade coffee we serve, every local artist we feature, and every inclusive event we host is a part of that. Thank you for helping us build it.