Brand Tone

Friendly & Approachable, Curated & Stylish, Playful & Eclectic, Authentic & Local, Passionate & Knowledgeable

Brand Values

• •Quality & Craftsmanship
• •Personalized Customer Experience
• •Curation & Individuality
• •Support for Local & Independent Designers
• •Community Focus
• •Authenticity & Down-to-Earth Approach

Best Practices

• •Develop a "Voice & Tone" Guide: Document the core characteristics of the Trouble & Fox voice (Friendly, Curated, Playful, Authentic, Passionate). Include "we say this / not that" examples. For instance: "We say: 'Pop in and say hi!' Not: 'Visit our retail location.'"
• •Know Your Audience, Speak Their Language: Understand the customer – likely fashion-conscious individuals who appreciate quality, uniqueness, and a personal touch. Use language that resonates with them – warm, slightly informal but still polished, and enthusiastic.
• •Tell Stories, Don't Just Sell Products: Weave in the "why" behind a product – its origin, the designer's story, or why it was chosen for the boutique. This aligns with their value of curation and passion.
• •Inject Personality & Playfulness (Authentically): Embrace the "Trouble & Fox" persona. Use lighthearted language, emojis where appropriate (especially on social media), and don't be afraid to show the human side of the brand, reflecting the owners' spirit.
• •Maintain Consistency Across All Channels: Ensure the friendly, curated, and authentic tone is present everywhere – from website copy and product descriptions to social media captions, email newsletters, and even in-store signage or communication. Regularly review content to ensure it aligns.

Social Perception

A go-to destination for unique, stylish, and high-quality clothing and accessories in Nelson and online, A boutique with exceptional and genuinely friendly customer service, where staff are knowledgeable and helpful, A store that offers a well-curated mix of both local New Zealand designers and interesting international brands, reflecting a global yet local sensibility, A welcoming and stylish space, often described as a "hidden gem" and a "community hub", A brand with a playful, authentic, and passionate husband-and-wife team behind it, Trustworthy and reliable for online shopping, with clear policies.

Copy Examples

• •Instagram Post (New Arrival - NZ Designer): Hello, sunshine! ☀️ Just landed from [NZ Designer Name] – this dreamy linen dress is whispering tales of long brunches and coastal escapes. Crafted with love right here in Aotearoa, it’s the perfect blend of effortless style and feel-good vibes. Pop by our Nelson haven or find it online – your wardrobe will thank you! #TroubleAndFox #NZFashion #LocalLove #NewCollection #EffortlessStyle
• •Facebook Ad (General Brand Awareness): Tired of the same old? At Trouble & Fox, we believe style should be fun, personal, and anything but boring! Founded by Liberty & Craig (the 'Trouble' and the 'Fox' 😉), our Nelson boutique and online store is a treasure trove of handpicked fashion, accessories, and gifts from NZ and around the globe. Come find your new favourite thing! Friendly service and good vibes always included. ✨ Shop now: [Link] #TroubleAndFoxNZ #BoutiqueShopping #NelsonNZ #EclecticStyle #FriendlyFashion
• •Website Product Description (International Accessory): Meet your new obsession: the [Product Name] bag by [International Brand]. We stumbled upon this beauty during our travels and just *knew* you’d adore its quirky charm and impeccable craftsmanship. It’s that perfect piece to add a little 'je ne sais quoi' to your everyday. Small batch, big personality – just how we like it. #StyleStory #CuratedFinds #AccessoryLove
• •Email Newsletter Snippet (Sale Promotion): Hey [Customer Name], fancy a little treat? Our End-of-Season Sale is in full swing, and there are some absolute gems waiting for a new home! It's your chance to snag that special something you've been eyeing from your favourite local and international designers. Friendly warning: these treasures won't last long! With love from the T&F team xoxo [Link to Sale]
• •Instagram Story (Behind the Scenes/Store Vibe): (Video of staff laughing while unpacking new stock or a sunny shot of the store entrance) Text Overlay: "Just another magic Monday at T&F! ✨ Unpacking new goodies and soaking up the Nelson sun. Pop in and say hi – we love to chat style (and everything else!). #BankLaneAdventures #NelsonOriginal #TroubleAndFox"