Brand Tone

Warm, Resilient, and Community-Centric, characterized by personal touches, acknowledgment of challenges, and strong emphasis on local connection.

Brand Values

• •Community First
• •Resilience and Gratitude
• •Curated Quality
• •Authenticity
• •Service and Hospitality

Best Practices

• •Always Lead with "Community" and "Gratitude": Frame communications, where appropriate, around the core values of community support and thankfulness. Explicitly mention Walgett and the support of customers.
• •Tell the Story: Weave the brand's origin story of resilience and the "Buy From The Bush" journey into marketing materials. This is a unique selling proposition that builds a strong emotional connection.
• •Use Warm and Personal Language: Employ a friendly, down-to-earth tone. Use personal sign-offs and directly address the audience to make the brand feel like a conversation with a friend.
• •Highlight the "Why" Behind Products: Instead of just listing product features, explain why an item was chosen for the store (e.g., "thoughtfully selected to bring you joy," "chosen to support another small Aussie business").
• •Bridge the Physical and Digital: Ensure online content reflects the reality of the brick-and-mortar store. Use real photos of the shop and staff, and tell stories that originate from daily life in the café to maintain authenticity.

Social Perception

The public and customers perceive Stone's Throw as a cherished local institution and a regional gem. It is seen as more than just a business; it's a vital part of the Walgett community's social fabric. Customers view it as a go-to spot for excellent coffee and food, and a beautiful boutique with a unique and high-quality selection of gifts and homewares. The narrative of its founding during a drought and its subsequent success through community and 'Buy From The Bush' support has created a powerful and positive public image of resilience and heart. It is widely regarded as a key driver of community spirit and a must-visit destination in the region.

Copy Examples

• •Just landed! ✨ This stunning new collection of ceramic vases has arrived, ready to bring a touch of warmth to your space. Each piece was thoughtfully chosen to help make your house feel even more like a home. Pop by the store to see them in person—they're even more beautiful up close! We're here 'til 2:30pm. #stonesthrowwalgett #buyfromthebush #homewares #shoplocal #walgett
• •It ’s been a long week on the paddocks for many. We see you. The coffee machine is on, the kitchen is bustling, and there’s always a friendly face waiting for you here. Thank you for being the heart of our resilient town. You are the reason we do what we do. #stonesthrow #walgettcommunity #drought #thankyou #coffeetime
• •From our corner of the outback, to yours. ✨ Discover thoughtfully curated gifts, fashion, and homewares, delivered Australia-wide. Every order supports our small town and the resilient community we call home. #shoponline #buyfromthebush
• •As the mornings get a bit crisper out here in Walgett, we're reminded of how important it is to create warmth, both in our homes and in our hearts. We’ve just unpacked the softest knitwear and coziest blankets, perfect for settling in with a hot cuppa. Thank you for being part of our story and for your incredible support, which keeps our little store thriving.
• •POV: You ask for the viral strawberry iced matcha on a Monday morning. 😉 Our team is always up for the challenge! Come on down and grab yours! #stonesthrowwalgett #baristalife #cafehumor #strawberrymatcha #fyp #walgett