Brand Tone

Approachable and Friendly, Educational and Passionate, Community-Oriented, Authentic and Purpose-Driven

Brand Values

• •Sustainability
• •Community
• •Conscious Consumerism
• •Quality and Curation
• •Accessibility

Best Practices

• •Lead with 'Why': Always connect your products back to the core mission. Instead of just 'We sell oats,' try 'Start your day the waste-free way with our organic bulk oats.'
• •Use Community-Centric Language: Employ words like 'we,' 'our community,' 'together,' and 'your' to foster a sense of partnership and inclusivity. Feature stories from local suppliers or customers.
• •Educate, Don't Preach: Share tips, facts, and ideas in a positive and encouraging tone. The goal is to empower customers on their sustainability journey, not to judge them.
• •Keep it Positive and Hopeful: While the climate crisis is serious, the brand's tone should be optimistic, focusing on the positive impact of collective small actions.
• •Maintain Authenticity: The voice should sound like it's coming from a passionate individual, not a corporation. Be transparent, share behind-the-scenes content, and engage in genuine conversations with your audience online and in-store.

Social Perception

A Community Asset, Trustworthy and Helpful, Principled and Authentic, A Positive Shopping Experience

Copy Examples

• •Say hello to your new favourite snack! ✨ We're so excited to now have these delicious, locally made oat cakes on our shelves. Perfect for dipping, topping, or just nibbling on their own. Scoop as many (or as few) as you like from our bulk bins. Good for your pantry, great for the planet. 🌿 #restoreecomarket #zerowaste #shoplocal #thamesnz
• •Did you know you can refill more than just food? From laundry liquid to shampoo, we're here to help you ditch the plastic bottle for good. Just bring in any clean container and we'll help you top it up! What's one single-use plastic you've been proud to eliminate from your home? Share your wins in the comments below! 👇 #wasteless #refillnotlandfill #communitygoals
• •Slow down, reconnect, and re:store. Your home for package-free foods and sustainable living in the heart of Thames.
• •Fresh from the farm, new workshops, and a little note from us 💌
• •Love your container? Bring it back! Refilling saves packaging, energy, and money. Thank you for being part of the solution.