Brand Tone

Nostalgic, Commemorative, Intellectual, Cultured, Sustainable, Conscious, Quality-focused, Enduring, Supportive, Curated, Unique

Brand Values

• •Supporting Quality Journalism
• •Sustainability
• •Heritage & Legacy
• •Quality & Longevity
• •Uniqueness & Thoughtful Design
• •Australian Focus

Best Practices

• •Prioritize Value Alignment: Always ensure copy strongly reflects the core values of supporting journalism, sustainability, quality, and heritage. These should be recurring themes, not just footnotes.
• •Emphasize Uniqueness and Commemoration: Highlight what makes the products special – their connection to history, the ability to personalize, and their nature as lasting keepsakes.
• •Maintain a Cultured & Intelligent Voice: The language should be articulate and refined, aligning with the brand's association with esteemed journalistic mastheads. Avoid overly casual slang or fleeting trends.
• •Integrate Sustainability Naturally: Weave in the sustainable aspects of products (e.g., materials, local sourcing, limited runs) as inherent quality features, not just add-ons.
• •Develop a Style Guide: Create a clear style guide that outlines the brand's specific vocabulary (e.g., "mastheads," "archival," "commemorate"), preferred sentence structure, and the "do's and don'ts" of their communication, ensuring anyone writing copy can maintain consistency.

Social Perception

The association with established and respected news mastheads likely lends it a degree of trustworthiness and credibility. The clear articulation of supporting journalism and sustainability could appeal positively to consumers who prioritize these values. The products themselves, focused on personalization and commemoration, are likely perceived as thoughtful and unique gift options, particularly for those connected to the associated publications or interested in historical items.

Copy Examples

• •Headline: Own a Piece of History. Support a Future of Truth. Body: Our archival front page reprints don't just commemorate a special day; they fuel the high-quality journalism that documents today and tomorrow. Discover a gift that gives back. Tone: Nostalgic, Supportive, Quality-focused.
• •Headline: Crafted for Today, Conscious of Tomorrow. Body: Explore The Store's apparel line – where timeless design meets sustainable practice. Each piece reflects the enduring quality of great journalism and our commitment to a healthier planet. Tone: Sustainable, Quality-focused, Cultured.
• •Headline: More Than a Gift, It's a Legacy. Body: From personalized Birthday Books to iconic photography, find unique treasures that tell a story. Thoughtfully designed, sustainably sourced, and dedicated to preserving moments that matter. Tone: Nostalgic, Unique, Sustainable.
• •Headline: The Story Behind The Store: Quality Journalism, Enduring Products. Body: Every item in our collection is chosen with purpose – to offer you a unique piece of history or a sustainably crafted essential, all while championing the future of Australian journalism. Tone: Supportive, Quality-focused, Heritage.
• •Headline: Celebrate Uniquely. Gift Sustainably. Body: Looking for a gift that truly stands out? The Store offers curated and custom-made items born from iconic news archives and a passion for lasting quality and responsible creation. Tone: Unique, Sustainable, Commemorative.