Brand Tone

friendly, relaxed, approachable, simple, positive, direct, like talking with a helpful friend

Brand Values

• •Comfort as a Priority
• •Curated Quality
• •Local Community Focus
• •Customer-Centric Service
• •Authenticity and Passion

Best Practices

• •Always Be Friendly and Conversational
• •Lead with Comfort and Lifestyle
• •Incorporate the Local Scenery
• •Encourage Customer Interaction
• •Maintain a Positive and Upbeat Vibe

Social Perception

reliable and trusted local retailer for comfortable and practical footwear; a go-to destination for both locals and tourists seeking shoes suitable for a tropical climate; a dependable source of everyday comfort for feet, not a high-fashion outlet.

Copy Examples

• •Step into sunshine! ☀️ Our latest collection of colorful sandals has arrived, just in time for your next beach adventure or cafe catch-up. Find your perfect shade and treat your feet to a splash of happiness. Available now at our Night Markets and Orchid Plaza stores!
• •Don't let sore feet ruin your day. With Archies' supportive arch design, you can enjoy all-day comfort, whether you're exploring the Esplanade or running errands. It's the support your feet have been dreaming of. Come try a pair and feel the difference!
• •Your feet deserve a treat! For a limited time, enjoy free shipping on all orders over $50. Get your favorite comfortable shoes from Crocs, REEF, and more delivered right to your door. Your happy feet are just a click away!
• •From our little corner in the Cairns Night Markets to our stores in Orchid Plaza and Palm Cove, we're so proud to be a part of the vibrant Cairns community. Thank you for your support over the years. Here's to many more years of keeping our community's feet happy and comfortable!
• •Live the tropical lifestyle to the fullest with footwear that can keep up. Our handpicked selection of shoes is not only stylish and comfortable but also durable and easy to clean, making them the perfect choice for your everyday adventures in and around Cairns.