Brand Tone

Whimsical, Imaginative, Friendly, Welcoming, Nurturing, Educational, Trustworthy, Customer-Focused

Brand Values

• •Imagination & Play
• •Quality & Sustainability
• •Family & Community
• •Customer Satisfaction
• •Supporting Development

Best Practices

• •Focus on the Child's Experience: Describe products not just by their features, but by the imaginative scenarios they enable for children (e.g., "become a brave firefighter," "host a delightful tea party").
• •Highlight Sustainability: Emphasize the eco-friendly nature of wooden and sustainable toys.
• •Reinforce Family Values: Showcase the family-run nature of the business and the sense of community.
• •Promote Learning Through Play: Underscore how the toys encourage child development and imaginative play.
• •Reference the Play Village: Remind customers of the connection to the Anlaby play centre.

Social Perception

A reliable source of good quality, often wooden and sustainable, toys that encourage imaginative play. Community-oriented and provides good value and service. An extension of a loved experience.

Copy Examples

• •Welcome to The Secret Village Shop, where imagination knows no bounds!
• •Discover our curated collection of sustainable wooden toys, designed to spark creativity for generations to come.
• •Extend the magic of our Anlaby play village to your home with our handpicked selection of toys.
• •Let your little ones dream, discover, and play the day away with our enchanting toys.
• •Experience the joy of learning through play with our quality toys, carefully chosen to support your child's development.