Brand Tone

Warm, welcoming, personal, community-focused, friendly, inviting, enthusiastic, and positive, creating a feeling of a friendly, local shop.

Brand Values

• •Community Support
• •Curated Quality
• •Personal Connection
• •Joy and Delight
• •Local Identity

Best Practices

• •Always Lead with Warmth: Start captions, emails, and website copy with welcoming and friendly language ("Hello!", "Welcome," "So excited to share..."). This reinforces the personal, approachable nature of the brand.
• •Tell the Story: Briefly mention the "why" behind a product. Is it from a local Australian maker? Was it chosen for its unique design? Sharing these details adds value and reinforces the "curated" aspect of the brand.
• •Emphasize the Local Connection: Regularly mention Casterton and the local community. This strengthens the bond with local customers and adds authentic charm for a wider audience.
• •Use Descriptive and Sensory Language: Use words like "gorgeous," "beautiful," "stunning," and "cosy" that evoke a feeling of comfort, quality, and aesthetic pleasure, aligning with the in-store experience.
• •Maintain a Personal Voice: Write as the owner would speak. Use "I" and "we" to maintain the personal narrative that is central to the brand's origin and charm. Respond to social media comments personally and directly.

Social Perception

Sunnyside & Co is perceived as a cherished local gem and a key part of the Casterton retail landscape. The public sees it as a stylish and desirable destination for high-quality gifts, homewares, and fashion. Its active community involvement and sponsorships create a positive public image as a business that invests in its local area. Customers and social media followers perceive it as a source of beautiful, well-curated products, and their online interactions reflect a loyal and engaged community.

Copy Examples

• •That first sip of morning coffee just got a little more beautiful. ✨ We’re so excited to welcome these stunning, handcrafted mugs to the Sunnyside & Co family. Each one is unique, just like our wonderful Casterton mornings. Stop by the shop to find your new favourite! #SunnysideAndCo #Casterton #Homewares #ShopLocal #MorningCoffee
• •We are so proud to be a part of our amazing community and a sponsor of this year's Casterton Show! It’s a wonderful time to celebrate everything we love about our town. Be sure to come out and support all the incredible local talent. We can't wait to see you there! #CommunitySpirit #CastertonShow #SunnysideSupportsLocal
• •Curated with care, just for you. Discover distinctive gifts, fashion, and homewares that bring a little sunshine into your life.
• •A little something new from Sunnyside… ☀️
• •From our farm to your home, with love. Sunnyside & Co isn't just a store; it's a dream born from our family farm. Find a handpicked selection of beautiful gifts and homewares at 22 Henty Street. Come in and say hello! #SunnysideAndCoCasterton