Brand Tone

Warm & Welcoming, Inspiring & Positive, Culturally Proud & Authentic, Personal & Relatable, Community-Focused, Simple & Accessible

Brand Values

• •Cultural Revitalization & Normalization
• •Well-being & Mindfulness
• •Authenticity
• •Accessibility
• •Connection
• •Joy & Celebration
• •Local (New Zealand Aotearoa)

Best Practices

• •Integrate Te Reo Māori Naturally: Weave Māori words and phrases into your English copy where appropriate. Provide translations if the term might be unfamiliar to a broader audience, fostering learning. Don't force it; let it flow as part of the brand's authentic voice.
• •Always Lead with Positivity and Warmth: Whether it's a product description, social media update, or customer service interaction, ensure the language is encouraging, uplifting, and friendly. Use "Kia ora" as a standard greeting.
• •Share the "Why": Remind your audience of the mission behind Stashed Cards – the desire to normalize te reo Māori and promote well-being. This reinforces brand values and connects with customers on a deeper level.
• •Keep it Simple and Heartfelt: Avoid overly corporate or complex language. The tone is personal and relatable. Speak from the heart, as if talking to a friend who shares your passion for the culture and language.
• •Create a Glossary/Style Guide: Develop an internal guide for commonly used te reo Māori terms (with correct spelling and macrons), key brand phrases, and overall do's and don'ts for communication. This ensures consistency across all platforms and anyone writing copy for the brand. For example, always use "Aotearoa" alongside "New Zealand" where appropriate.

Social Perception

Positive & Appreciative (within its niche), Culturally Significant, Purpose-Driven, Niche but Needed

Copy Examples

• •Facebook Post (Product Focus - Affirmation Cards): Kia ora e te whānau! ✨ Start your day with a little spark of positivity. Our te reo Māori affirmation cards are here to gently guide your thoughts and uplift your wairua (spirit). Small cards, big aroha. Perfect for your pocket or your desk. Shop now and bring more reo into your everyday! #StashedCards #TeReoMāori #Affirmations #PositiveVibes #NZMade
• •Website Banner (New Product - Milestone Cards): Capture Every Precious Pēpi Moment in Te Reo Māori! 🍼✨ Introducing our beautiful new Milestone Cards. From the first 'ataata' (smile) to their first 'hikoi' (steps), celebrate your little one's journey with the language of our land. Ngā mihi mō tō pēpi! (Congratulations on your baby!)
• •Instagram Caption (Community/Engagement): What's your favourite Māori whakataukī (proverb) or kīwaha (saying) that brings you strength? 👇 We love how te reo Māori can express such deep wisdom and encouragement! Our Stashed affirmation cards are inspired by this beautiful power of words. Let's share the inspiration! #TeReo #MāoriWisdom #Community #StashedInspiration #KōreroMai
• •Product Description Snippet (Stashed Hoodie): Wrap yourself in warmth and cultural pride with our Stashed Hoodie. More than just comfy clothing, it's a quiet statement of your connection to te reo Māori. Featuring a subtle design, it’s perfect for everyday wear, reminding you and those around you of the beauty of our language. He kakahu mahana, he ngākau mahana (Warm clothing, warm heart).
• •Email Newsletter Snippet (Brand Story/Value): From a mama's heart to yours... Stashed began with a simple dream: to weave te reo Māori seamlessly into the fabric of our daily lives. Each card, each design, is a little piece of that dream, created to share the joy and peace that comes from connecting with our beautiful language and culture. Thank you for being part of our Stashed whānau. Mauri ora! (Live well!)