Brand Tone

charming, nostalgic, and artisanal

Brand Values

• •Support for Local & National Artisans
• •Heritage & History
• •Quality & Sustainability
• •Community & Place

Best Practices

• •Lead with the Story: Always connect products back to their origin—whether it's the artisan who made it, the local material it's made from, or the history of the schoolhouse itself.
• •Use a 'Local First' Vocabulary: Consistently use keywords like "Aotearoa made," "NZ designed," "local artisan," "handcrafted," and specific regional names (Cardrona, Wanaka, Central Otago) to reinforce the brand's core value.
• •Maintain a Warm, Personal Tone: Write as if you are speaking to a visitor in the shop. Use welcoming and descriptive language. In customer service replies, be friendly and personal, not corporate.
• •Emphasize Sensory & Quality Details: Use evocative words that appeal to the senses and highlight craftsmanship. Instead of "nice," use "hand-finished," "ethically sourced," "richly textured," or "beautifully restored."
• •Let the Heritage Shine: Regularly feature the historical building in marketing content. Phrases like "from our 1800s schoolhouse" or "next to the historic Cardrona Hotel" ground the brand in its unique and memorable location.

Social Perception

a "must-visit" boutique destination rather than just a retail store

Copy Examples

• •From the potter's wheel to our historic schoolhouse shelves. ✨ We are so pleased to welcome the latest collection from [Artisan's Name], handcrafted just over the Crown Range. Each piece tells a story of the local landscape. Come see for yourself, we're open 9am - 5pm all week. #TheOldSchoolhouseNZ #CardronaValley #NZMade #ShopLocalNZ #HandmadeCeramics
• •A Piece of History, A Piece of Home. Visiting the Cardrona Valley? Don't miss The Old Schoolhouse. Situated next to the famous Cardrona Hotel, our historic shop is filled with beautiful, NZ-made treasures. From artisan jewellery to repurposed homewares, find a unique memory of your journey. #Wanaka #Queenstown #Cardrona #NZMustDo
• •Curated in Cardrona. Crafted in Aotearoa. Discover a boutique collection of homewares, art, and gifts from New Zealand's finest artisans, housed in a lovingly restored 1800s schoolhouse.
• •More than just a platter, this is a piece of Central Otago history. Crafted from retired wine barrels from local vineyards, each platter carries the rich, oaky aroma and deep red stain of the pinot noir it once held. Perfect for showcasing your favourite local cheeses and creating new memories. Ethically made and rich with character.
• •Hello from Cardrona! Just as the valley changes with the seasons, our gallery walls have transformed. We're thrilled to introduce a new series of art prints by [Artist's Name], capturing the breathtaking light of our local scenery. Click to explore the collection and bring a piece of the South Island home.