Brand Tone

approachable, warm, and community-oriented

Brand Values

• •Support for Local and Canadian Artisans
• •Quality and Honest Sourcing
• •Community Focus
• •Curated Selection

Best Practices

• •Always Lead with the "Why": Before describing a product, share the story behind it. Who made it? Why did you choose to carry it? This reinforces the value of curation and craftsmanship.
• •Emphasize "Local" and "Canadian": These are key differentiators. Use these terms frequently and specifically (e.g., "Vancouver-based," "Made in British Columbia").
• •Use Warm and Inclusive Language: Phrases like "Welcome to the family," "Our community," and "We're so excited to share" create a sense of belonging.
• •Maintain a Consistent Visual and Verbal Aesthetic: The clean, modern-rustic feel of the store should be reflected in the language – simple, elegant, and unpretentious.
• •Engage with the Community in Your Copy: Ask questions in social media captions ("What's your favorite weekend ritual?"), share local news (that aligns with the brand), and feature user-generated content to foster a two-way conversation.

Social Perception

The public and customers generally perceive Public General Store as a charming, high-quality boutique that champions local talent. It is seen as a positive addition to the North Vancouver retail landscape, offering a more personal and curated shopping experience compared to larger chain stores. While some feedback mentions higher price points, this is often contextualized by the understanding that they are supporting small-batch, artisanal products. The store has successfully cultivated a loyal following within its community.

Copy Examples

• •Meet the hands behind these beautiful mugs. We're so excited to welcome [Artisan's Name] to the Public family. Each piece is handcrafted just a few blocks away, making your morning coffee a truly local experience. ✨ #shoplocal #northvan #handmade
• •Your home is a story. Let us help you tell it with thoughtfully curated goods from Canadian makers.
• •Locally made, thoughtfully chosen. We believe in the power of community and the beauty of a well-crafted object. Thanks for shopping small.
• •New Arrivals for a Cozy Weekend + A Note from Our Founders
• •Hand-poured in small batches in Vancouver, this candle features notes of cedar and pine, bringing the scent of the North Shore into your home. Made with 100% soy wax for a clean, long-lasting burn.