Brand Tone

Elegant & Sophisticated, Traditional & Heritage-Rich, Friendly & Welcoming, Community-Focused, Contemporary & Evolving

Brand Values

• •Quality & Exclusivity
• •Heritage & Tradition
• •Customer Service & Personal Touch
• •Community Connection
• •Adaptability & Evolution

Best Practices

• •Acknowledge the store's rich history in a way that feels relevant and appealing to today's customer, not dated. Use phrases that convey enduring quality and timeless style.
• •Instead of just saying "exclusive," describe the unique sourcing or the special nature of the products (e.g., "handpicked from artisan makers," "labels you won't find elsewhere in Northumberland").
• •Even in online communications, use welcoming language. Address the customer directly where appropriate and convey the "personal touch" the store is known for.
• •Regularly incorporate Morpeth and the local connection into the narrative. Speak as a proud member of the community, inviting others to share in the Rutherfords experience.
• •The sophisticated, stylish, yet welcoming tone should be reflected both in the words used and the imagery that accompanies them across all platforms. Lifestyle imagery that evokes a sense of aspiration and comfort will resonate well.

Social Perception

Respected Local Institution, Destination for Quality and Unique Items, Friendly and Upscale Shopping Experience, A Blend of Old and New, More than just a shop

Copy Examples

• •Headline: Rutherfords of Morpeth: Weaving Tradition with Contemporary Style Since 1846. Body: Discover a curated world of timeless elegance and modern luxury. From exclusive fashion labels to unique homewares sourced globally, experience the personal touch and exceptional quality that has defined Rutherfords for generations. Visit us in-store or explore our collection online. Call to Action: Explore Our Latest Arrivals.
• •Social Media Post (Image: A beautifully arranged display of new season scarves): Wrap yourself in elegance this season. Our new collection of scarves, featuring exclusive designs and luxurious fabrics, has arrived. Find your perfect statement piece at Rutherfords – where Morpeth finds its style. #RutherfordsMorpeth #NewArrivals #LuxuryFashion #ShopLocalMorpeth
• •Email Subject: An Invitation to Experience the Heart of Morpeth at Rutherfords. Body: Dear [Customer Name], For over 175 years, Rutherfords has been more than just a department store; it's a cherished part of the Morpeth story. We invite you to rediscover the joy of shopping with our unique collections and warm, personal service. Afterwards, why not unwind in our renowned coffee shop? We look forward to welcoming you. Call to Action: Plan Your Visit or Browse Online Exclusives.
• •Website Banner (Highlighting Homewares): Transform Your Home into a Haven. Explore Rutherfords' exquisite collection of home furnishings, from timeless classics to contemporary treasures. Discover pieces that tell a story, just like ours. [Shop Homewares]
• •In-Store Signage (For the Coffee Shop): Your Moment of Indulgence Awaits. Relax and refuel in the Rutherfords Coffee Shop – Morpeth’s favourite meeting place for a delightful treat and a warm welcome. Serving freshly brewed coffee, delicious cakes, and light lunches daily.