Brand Tone

Passionate & Enthusiastic, Community-Focused & Welcoming, Supportive & Appreciative, Knowledgeable & Curated, Informal & Approachable

Brand Values

• •Support for Local & Independent Scene
• •Community Building
• •Inclusivity & Welcome
• •Discovery & Exploration
• •Quality & Curation
• •Passion

Best Practices

• •Embrace "Local" and "Community": Consistently weave these words into your copy. Talk *to* your community, not just *at* them. Ask questions, invite interaction.
• •Highlight the "Why": Don't just list what's happening or what you sell. Share the passion behind it – the love for music, the dedication to independent producers, the joy of discovery. This connects on an emotional level.
• •Keep it Inclusive and Welcoming: Use language that makes everyone feel invited and comfortable. Avoid jargon where possible, or explain it in an approachable way if necessary (e.g., when talking about specific wine or beer styles).
• •Spotlight Artists and Producers: When promoting events or products, tell a little story about the artist or the maker. This reinforces your value of supporting the independent scene and adds a personal touch.
• •Be Enthusiastic but Authentic: Your passion should shine through, but avoid hyperbole or overly salesy language. A genuine, friendly, and slightly informal tone will resonate best with the "local home" vibe you're cultivating. Use emojis appropriately on social media to convey warmth.

Social Perception

Positive Reputation, Community Hub, Unique Offering, Knowledgeable and Friendly Owners/Staff, Destination for Craft Beverages, Intimate and Cosy Atmosphere

Copy Examples

• •North Melbourne, get ready to discover your new favourite band! 🎶 This Friday, we're thrilled to host [Artist Name] for an intimate set that'll have you grooving all night. Grab a local craft brew and join your community for some incredible live music. We're all about good tunes, great people, and supporting our amazing local scene. See you at Sessions! #SessionsAtArden #LiveMusicMelbourne #NorthMelbourne #SupportLocalMusic #CraftBeer
• •Tired of the same old sips? 🍷 Come explore a world beyond the big brands with us at Sessions at Arden! Our shelves are packed with handpicked gems from passionate, independent Aussie winemakers and brewers (plus a sake selection you won't believe!). Let us help you find your next favourite drop – every bottle has a story. Pop in for a chat and a browse! #SessionsAtArden #CraftNotCrap #IndependentBeer #BoutiqueWine #SakeMelbourne #DrinkLocal
• •More than just a venue, Sessions at Arden is your local home for live music and a carefully curated bottle shop experience in the heart of North Melbourne. We're passionate about bringing people together, supporting incredible local artists, and sharing our love for independent beers, wines, and spirits. Expect an intimate, inclusive vibe where everyone's welcome to discover something new.
• •Hey [Customer Name], Ever wondered what makes a small-batch gin truly special? Or wanted to explore the amazing world of Victorian pét-nat? ✨ Join us this Saturday from 3-6 PM for a free tasting session where we'll be pouring some exciting new arrivals and sharing the stories behind them. It's all about discovery, good company, and celebrating the incredible craft of our local producers. Come say hi and find a new favourite! #SessionsAtArden #WineTastingMelbourne #CraftSpirits #CommunityEvent
• •SESSIONS AT ARDEN: Live Music. Local Sips. Good Times. Your intimate, independent, and inclusive spot in North Melbourne. Discover what's on and what's in store: [Link to website] #NorthMelbourne #LiveMusicVenue #LocalBottleshop