Brand Tone

Authentic, community-oriented, and passionate. The communication is personal, genuine, warm, and inviting, emphasizing the handcrafted nature of products and a strong sense of pride in local identity and collaborative spirit.

Brand Values

• •Support for Local Artisans
• •Community and Collaboration
• •Handmade Quality and Craftsmanship
• •Sustainability
• •Authentic Connection

Best Practices

• •Always Lead with the "Maker" Story: Frame product descriptions and social media posts around the artist who created the item. Use their name, share a detail about their process, or a quote. This reinforces the values of authenticity and supporting local artisans.
• •Use Warm and Inclusive Language: Employ words like "community," "family," "we," "our," and "welcome" to foster a sense of belonging. The tone should feel like a conversation with a passionate friend, not a corporation.
• •Emphasize "Local" and "Handmade": Consistently use keywords like "local," "Canberra region," "handmade," "handcrafted," and "artisan-made." This reinforces the core value proposition and improves searchability for customers seeking these specific qualities.
• •Showcase Collaboration: Highlight instances of members working together, such as the digital artist and clothing designer collaboration mentioned in news articles. This powerfully demonstrates the brand's community value in action.
• •Maintain a Genuine and Passionate Voice: The copy should always reflect genuine excitement for the products and the artists. Avoid overly corporate or generic sales language. Let the passion for the craft and the community shine through in every communication.

Social Perception

Perceived as a "hidden treasure" and a cherished part of the local community. It's seen as a go-to destination for high-quality, unique gifts that support local artists, described as a "living gallery" and an "incredible emporium" offering a personal and meaningful shopping experience. The cooperative model is well-regarded, with an atmosphere consistently described as friendly, warm, and inviting.

Copy Examples

• •Meet the hands behind your new favourite mug! ☕️ We're so excited to welcome [Artist's Name] to the Trove family. Each of their stunning ceramic pieces is handcrafted right here in Canberra, bringing a little piece of local artistry into your home. Come say hello and see their beautiful work in-store this week! #TroveCanberra #HandmadeInCanberra #CanberraPottery #ShopLocalCBR
• •Artistry in Action! ✨ Join us this Saturday for a special meet-the-maker event at Trove. See how [Artist's Name] creates their intricate silver jewelry and hear the story behind their designs. It’s more than just shopping; it’s a celebration of Canberra's incredible creative talent. #TroveCanberra #CanberraEvents #MeetTheMaker #CanberraArtists
• •From our hands to your home. Discover a curated collection of beautiful, handcrafted treasures, all made with passion by local Canberra artists. Shop with purpose and support our creative community. #TroveCanberra #WeAreCBR
• •(Email Body) Searching for a gift that tells a story? Every item on our shelves is imagined, crafted, and sold by local makers. From hand-poured candles to one-of-a-kind fashion, find a unique gift at Trove and give the gift of Canberra creativity. #SupportLocal #HandmadeWithLove
• •Tired of the same old stuff? At Trove Canberra, every piece has a person behind it. We’re a cooperative of local makers, bringing you unique, handmade goods you won’t find anywhere else. Ditch the mainstream and discover the treasure in your own backyard. Visit us in Dickson. #TroveCanberra #RealMakers #CanberraProud