Brand Tone

Aspirational yet approachable, sophisticated and knowledgeable, but also friendly and welcoming, aiming to educate and include newcomers to artisanal cheese. It is passionate and encourages enjoyment without pretension.

Brand Values

• •Curation and Quality
• •Education and Demystification
• •Community
• •Passion
• •Artisanship and Experience

Best Practices

• •Balance Expertise with Accessibility: Use descriptive, evocative language to showcase product quality, but always pair it with a welcoming and encouraging tone. Avoid jargon where possible, or explain it in a simple, friendly way.
• •Tell the Story: Weave the narrative of the owners' passion and the origins of the products into the copy. People connect with stories, and it reinforces the brand's authenticity and commitment.
• •Focus on the Experience: Frame the products not just as items to be bought, but as components of a larger experience—a perfect picnic, a memorable dinner party, or a journey of culinary discovery.
• •Use a Consistent Call to Action: Encourage interaction and community building. Use phrases like "Come chat with us," "Let us guide you," and "Join our community" to make the brand feel like a personal invitation.
• •Maintain a Refined but Simple Aesthetic: The copy should reflect the visual identity—clean, elegant, and focused on the product. Short, impactful slogans like "Nibble. Savour. Repeat." are effective and align with a sophisticated yet unfussy brand image.

Social Perception

The Artisan Cheese Room is perceived positively, especially within the local Paddington community, as a friendly and expert destination offering high-quality, curated gourmet products. It's seen as a welcoming space for culinary exploration and a community hub.

Copy Examples

• •Meet your new obsession. This velvety goat's cheese from the Adelaide Hills is a little bit zesty, a little bit nutty, and a whole lot of delicious. We’re here to tell you all about it. Stop by the store and let us demystify your next cheese journey.
• •Gifts for any occasion. Say it with cheese. Our curated hampers are the perfect way to show you care, from corporate gifts to a simple thank you. Explore our selection and give the gift of exceptional taste.
• •Curious about curds? Join us for an evening with the makers behind our favorite local cheddars. We'll be tasting, talking, and demystifying the art of cheesemaking. It’s a chance to connect with the people and stories behind the food we love.
• •Nibble. Savour. Repeat. Your weekend platter starts here. We've got everything you need, from perfectly ripe cheeses to all the delicious accompaniments. Pop in and let us help you build your masterpiece.
• •An adventure in every box. Our Cheese Club is your monthly exploration into the delightful world of cheese, curated for the season and your palate. Each box includes four perfectly ripe cheeses and detailed tasting notes to guide your discovery.