Brand Tone

Proud & Spirited, Student-Focused & Friendly, Community-Oriented, Supportive & Purpose-Driven, Approachable & Energetic

Brand Values

• •Student-Centricity
• •Community & Belonging
• •Support & Empowerment
• •Inclusivity
• •Collaboration
• •Sustainability & Ethical Sourcing
• •Quality & Tradition

Best Practices

• •Embody Student Pride: Always reflect the pride and spirit of being part of King's College London. Use "KCL," "King's," and mascot references (like Reggie the Lion) prominently and positively.
• •Speak Their Language (Authentically): Use a tone that is relatable and familiar to students – friendly, approachable, and energetic. Incorporate relevant emojis where appropriate, especially on social media.
• •Highlight the "Why": Remind customers that their purchases directly support the KCLSU and its various student services and activities. This adds a layer of value beyond the product itself.
• •Focus on Community & Connection: Frame products as a way to connect with the KCL community, show belonging, and share the university experience.
• •Be Inclusive and Positive: Reflect KCLSU's values of inclusivity and support in your messaging. Ensure imagery and language represent the diverse student body.

Social Perception

Official & Trusted, Integral to Student Life, Supportive of Students, Convenient, Vibrant Hub (KCLSU context)

Copy Examples

• •Stay cozy, look sharp! 🦁 Our new KCL crest hoodies just dropped. Perfect for those library sessions or repping King's around London. Grab yours at The Union Shop & support your SU! #KCLProud #TheUnionShopKCL #KingsCollegeLondon
• •Caps off to the Class of 2025! 🎓 Celebrate your incredible journey with official KCL graduation keepsakes from The Union Shop. Shop the collection online or visit our graduation pop-up! #KCLGrad #MadeAtKings #KCLMemories
• •Go green with King's! 🌿 Our new eco-friendly totes are made from recycled materials – stylish, sustainable, and perfect for carrying your uni essentials. Shop the collection and make a difference. #KCLSustainable #EthicalMerch #TheUnionShop
• •Welcome to King's, Freshers! 👑 Get kitted out for an amazing year with all your KCL essentials from The Union Shop. From stationery to the classic hoodie, we've got you. Find us in Bush House! #KCLFreshers #HelloKings #StudentLife
• •Did you know? Every purchase at The Union Shop helps fund KCLSU clubs, societies, and student support services! Wear your King's gear with extra pride. ✨ #SupportYourSU #KCLCommunity #TheUnionShop