Brand Tone

Community-focused and Welcoming, Friendly and Approachable, Proud and Heritage-conscious, Quality-driven and Passionate, Resilient and Enduring

Brand Values

• •Community Commitment
• •Family Heritage
• •Quality and Freshness
• •Customer Service
• •Adaptability and Modernisation
• •Support for Local & NZ Design

Best Practices

• •Embrace "Local" and "Community" Authentically: Consistently weave in genuine connections to Martinborough, local suppliers, and community events. This isn't just a buzzword; it's core to the brand's identity.
• •Show, Don't Just Tell, Your History: Use storytelling to bring the 150-year heritage to life. Share anecdotes, old photos (if available and appropriate for the platform), or "then and now" comparisons to highlight resilience and connection to the past.
• •Maintain a Friendly, Human Voice: Even when professional, keep the language warm, approachable, and personal. Use "we" and "us," engage with comments, and feature staff to reinforce the family/community feel. [Facebook, Instagram]
• •Visual Consistency: Ensure photography and visual branding (especially on Instagram and Facebook) reflect the warm, inviting, and quality-focused aesthetic of the store. Highlight the appeal of the food, the curated nature of the giftware, and the freshness of the produce.
• •Integrate Values into Messaging: Subtly reinforce core values like quality, freshness, support for NZ design, and sustainability in product descriptions, social media posts, and "About Us" narratives. For example, when showcasing a product, mention if it's locally made, sustainably sourced, or a staff favorite.

Social Perception

Community Anchor/Hub, Trusted Local Institution, Provider of Quality Goods, More than just a store, Forward-thinking

Copy Examples

• •Warm up your week with our new [Dish Name]! Locally sourced [Key Ingredient] and a whole lotta love from our kitchen. Swing by The General Store cafe – your cozy corner in Martinborough. #MartinboroughCafe #LocalGoodness #FreshFlavours #PandKGeneralStore
• •Spotlight on NZ design! ✨ We're proud to stock [Designer Brand], crafting beautiful, sustainable pieces right here in Aotearoa. Discover their latest collection in-store at The General Store, Martinborough. Supporting local never looked so good! #NZFashion #SupportLocalNZ #SustainableStyle #MartinboroughShopping #TheGeneralStoreMartinborough
• •From paddock to P&K! 🥕 We believe fresh is best, which is why our shelves are brimming with vibrant, locally sourced produce from around the Wairarapa region. Taste the difference community makes. #PandKFourSquare #EatLocal #MartinboroughGroceries #FreshProduce
• •Serving Martinborough since 1873! From your daily essentials at P&K Four Square, to a delicious brew at our cafe, and unique finds at The General Store – we're your family-owned one-stop shop. Thanks for being part of our story for over 150 years! #Martinborough #CommunityLove #ShopLocal #PandKHeritage
• •Weekend plans in Martinborough? Don't miss a visit to The General Store! 🛍️☕️ Groceries, gifts, gourmet treats, and great coffee – all under one historic roof. Find us in the heart of the village! #MartinboroughWeekend #VisitWairarapa #GeneralStoreFinds #CafeCulture