Brand Tone

Authentic, Educational, and Community-Focused

Brand Values

• •Heritage Preservation
• •Support for Local Artisans
• •Education and Discovery
• •Community and Accessibility
• •Sustainability

Best Practices

• •Lead with the Story: Every product has a connection to the museums or the region. Start with this narrative to engage the customer on an emotional and intellectual level before focusing on the product's features.
• •Emphasize "Support": Consistently remind customers that their purchases have a direct, positive impact. Use phrases like "Your purchase supports," "Help us preserve," and "Support local artists" to reinforce the shop's mission-driven nature.
• •Use Educational Language: Frame product descriptions as mini-lessons. For example, instead of "blue glass vase," try "a vase crafted in a shade of blue reminiscent of the stained glass at the Laing Art Gallery."
• •Champion Local Roots: Always highlight when a product is made by a North East artist or inspired by a local landmark. This is a key differentiator and a point of pride for the brand.
• •Maintain a Welcoming and Accessible Tone: The language should be inclusive and engaging for a broad audience, from academic historians to families looking for a fun souvenir. Avoid overly academic or commercial jargon. The tone should feel like a friendly and knowledgeable museum guide.

Social Perception

The public perceives the TWAM Shop not as a standalone retail brand but as the "museum gift shop." This perception is largely positive, piggybacking on the goodwill and esteemed reputation of the museums themselves. Visitors and online customers likely see their purchases as a way to support a valued cultural institution. The shop is viewed as a source for unique, high-quality gifts that are connected to local culture and history, distinguishing it from generic souvenir shops. The association with education and local art gives it a level of authenticity and trustworthiness.

Copy Examples

• •Bring the heart of the North East home. This stunning print captures the timeless beauty of the River Tyne, a view that has inspired artists for generations. Every purchase helps us preserve these stories for the next generation.
• •Wear a piece of local artistry. Handcrafted by a Tyneside artisan, this necklace is inspired by the delicate patterns found in our Shipley Art Gallery collection. A unique gift that supports both local makers and our region's heritage.
• •Spark a young historian's imagination! Journey back to Roman times at Segedunum Fort with this interactive book, available exclusively from the place where history comes alive. Learning and fun, all in one.
• •From industrial marvels to contemporary art, our collections tell the story of the North East. Find a piece of that story in our online shop. Every item you buy supports our mission to keep art and heritage at the heart of our community.
• •Give a gift with a story this year. Our curated collection features unique finds inspired by local history and made by talented regional artists. Shop for presents that matter and support your local museums.