Brand Tone

Authentic, evocative, reverent, descriptive, narrative-driven, intimate, personal, proud, knowledgeable, wistful, and romantic.

Brand Values

• •Authenticity
• •Quality & Craftsmanship
• •Local Pride
• •Curiosity & Discovery
• •Sustainability

Best Practices

• •Lead with "Story": Always frame the brand and its products through the lens of storytelling. Words like "tales," "narrative," "journey," "uncover," and "discover" should be central to the vocabulary.
• •Emphasize Place and Origin: Continuously reference "Tasmania," "Tasmanian," and the "island." Highlighting that the product is 100% locally created and produced is a core value proposition that builds trust and pride.
• •Use Evocative, Sensory Language: Describe the "rugged coastline," "ancient forests," and the feeling of curling up with a book. Appeal to the senses to transport the audience to Tasmania.
• •Maintain a Personal "We": Continue using the first-person plural ("we," "our") to maintain the personal, authentic voice of the two creators. It makes the brand feel like a passion project, not a faceless corporation.
• •Highlight Quality and Scarcity: Always mention the tangible qualities of the journal (recycled paper, softcover, 152 pages) and its limited, hand-numbered nature. This justifies the price point and creates a sense of urgency and exclusivity.

Social Perception

A well-regarded, niche entity within the Tasmanian cultural landscape, perceived as a collaborative and respected part of the local artisan community. It is seen as a high-quality, artistic endeavor for those with a deep appreciation for Tasmania, travel, and print media, with a dedicated and engaged audience.

Copy Examples

• •Some stories are best told on paper. *Tasmaniology* isn't just a journal; it's an invitation. To curl up, disconnect, and wander through the wild heart of our island, one story at a time. Discover the real Tasmania, beyond the beaten path. Limited edition Volume 2 available now. #TasmanianTuxedo #Tasmaniology #SupportLocalTasmania
• •Headline: Hold Tasmania in Your Hands. Body: Forget fleeting digital stories. We created *Tasmaniology*—a 152-page print journal of raw photography and untold tales from the edge of the world. Crafted by a Tasmanian writer and photographer, and printed on the island we call home. This is a keepsake for the curious. Order your hand-numbered copy.
• •The Tasmanian Tuxedo: Uncovering the soul of Tasmania. Our limited edition print journal, *Tasmaniology*, is a celebration of the people, places, and untold stories that make our island unique. [Shop The Journal]
• •Subject: A Story From Home. Body: We believe true connection comes from shared stories. It's why we—a writer and a photographer—set out to capture the essence of our home. From the rugged coastlines to the quiet determination of its people, every page of *Tasmaniology* is a piece of the real Tasmania. We invite you to explore it with us.
• •Title: Tasmaniology: Volume 2. Description: A limited edition, 152-page softcover journal filled with original Tasmanian stories, poems, and breathtaking visual essays. Printed with care in Tasmania on 100% recycled paper. Each of the 1000 copies is hand-numbered, making it a unique collector's item for anyone intrigued by our extraordinary island. Think of it as an artwork to be treasured.