Brand Tone

Approachable and Friendly, Community-Focused, Curated and Knowledgeable, Playful and Experiential, Inclusive

Brand Values

• •Community
• •Approachability & Affordability
• •Quality & Curation
• •Hospitality & Experience
• •Support for Small Businesses & Sustainability
• •Inclusivity

Best Practices

• •Embrace "Friendly Expert" Language: Use warm, welcoming, and conversational language. Avoid overly technical jargon unless explaining something specific where expertise is highlighted, but always bring it back to how it benefits the customer in an understandable way. (e.g., "This small-batch gin features unique botanicals that make your G&T extra refreshing!").
• •Highlight Community Connection: Regularly mention Boulder, the local community, and partnerships. Ask questions to encourage engagement. Share stories about local suppliers or how customer feedback has influenced stock.
• •Showcase Curation with Passion: When describing products, convey the care and thought behind their selection. Use enthusiastic and descriptive adjectives. Instead of just saying "New cheese," try "We're so excited about this creamy, dreamy goat cheese from [Local Farm] – it's a game-changer for your cheese board!"
• •Keep it Playful and Experiential (where appropriate): Use light humor, puns (like "wine-not"), and focus on the joy and experience of food, drink, and gatherings. Promote events with an emphasis on fun and discovery.
• •Be Visually Consistent and Authentic: Ensure photography and visual elements on social media and the website match the described friendly, curated, and slightly "bougie" yet accessible vibe. Use high-quality images of products, the store, and happy (with permission) staff/customers. Authenticity in visuals reinforces the trustworthy and approachable tone of the copy.

Social Perception

Customers and local commentators perceive Sundry as a welcome addition to Boulder, particularly for those seeking a curated selection of wines, spirits, and unique grocery items. It's seen as a "neighborhood gem" and a "one-stop shop" that is both fun and mindful of affordability. The association with the "Dedalus vibe" suggests a perception of quality, unique offerings, and knowledgeable staff, particularly regarding wine. Their recognition in the "Best of Boulder" awards shortly after opening indicates a positive early reception within the community.

Copy Examples

• •Sip, sip, hooray! ✨ Just uncorked a new selection of vibrant, small-batch wines perfect for your next dinner party (or Tuesday night, we don't judge!). Our friendly crew is here to help you find your new favorite. Swing by the shop – your taste buds will thank you! #SundryBoulder #BoulderColorado #ShopLocalBoulder #WineLovers #DinnerPartyEssentials
• •Become the Host with the Most! मेजबान बनें! 🎉 Join the Sundry Dinner Party Club & get a curated box of goodies (wine, cheese, unique glassware & more!) delivered monthly. Minimum $120 value for just $100. Let's make your next gathering unforgettable! [Link to Sign Up] #SundryDinnerParty #BoulderEvents #EntertainingMadeEasy
• •Your Boulder neighborhood stop for everything from Tuesday night staples to weekend wow-factors. At Sundry, we lovingly curate unique wines, artisan snacks, and delightful gifts, always with our community in mind. Come say hi – we’re more than a store, we’re your neighbors! 3303 Bluff Street. #SundryGoods #BoulderLocal #CommunityDriven #CuratedGoods
• •Wine-not join us? 🍷 We're pouring some exciting new finds this Thursday from 5-7 PM! Bring a friend, discover something delicious, and let our team share their passion. Fun sips & good company guaranteed. See you there! @sundry_boulder #BoulderTastings #WineWednesday (on a Thursday!) #ShopSmallBoulder
• •Hey Neighbor! 👋 Looking for that perfect bottle that doesn’t break the bank? Or maybe a unique ingredient to spice up your dinner? At Sundry, we believe 'good' goods should be for everyone. Our shelves are stocked with treasures that are both delightful and approachable. Plus, our team is always ready with a smile and a recommendation! Come explore what's new this week. #SundryBoulder #GoodGoods #BoulderFoodie #ShopSmart