Brand Tone

Humorous and Witty, Heartfelt and Nostalgic, Playful and Cheeky, Relatable and Authentic, Community-Focused (Local)

Brand Values

• •Connection
• •Authenticity
• •Local Pride
• •Giving Back
• •Playfulness/Humour
• •Nostalgia

Best Practices

• •Embrace the "Unseasoned": Lean into the slightly offbeat, unfiltered, and authentic voice. Avoid overly polished or generic corporate speak. The name itself suggests a departure from the bland.
• •Inject Local Flavour (Adelaide/SA): Continue to weave in specific South Australian references, inside jokes, and cultural touchstones. This builds a strong local identity and resonates with the target audience.
• •Balance Humour with Heart: While humour is key, always remember the underlying mission of fostering connection and fighting loneliness. Let the warmth and sincerity shine through, especially when talking about the "why" behind the brand.
• •Keep it Relatable: Use everyday language and scenarios that your audience can identify with. Focus on shared experiences, both the funny and the sentimental.
• •Be Consistent Across Platforms, Adapt the Format: While the core tone should remain, adapt the *style* of the copy to the platform. TikToks can be more informal and trend-driven, Instagram more visual with engaging captions, and website copy slightly more descriptive while still maintaining the brand voice. Ensure the partnership with ReachOut is mentioned where appropriate, reinforcing brand values.

Social Perception

Positive but Niche, Appreciation for Tangible Connection, Seen as Creative and Unique, Community-Minded

Copy Examples

• •Instagram Post (Adelaide Focus): Spotted: another reason Adelaide is just better. 😉 Our cards get it. Send some local love, because texts are fleeting, but a card? That’s frame-worthy. #UnseasonedGreetings #AdelaideLove #SupportSA #JustCos
• •Facebook Ad (Humorous/Relatable): For when 'thinking of you' needs a little more than a thumbs-up emoji. Our cards say what you *really* mean (or at least something funnier). Fight loneliness, one awkward or awesome card at a time. Link in bio to make someone’s day (and support youth mental health via @ReachOutAus!). #GreetingCardsAustralia #FunnyCards #SnailMailRevival
• •Product Description (Website - for a cheeky card): Let's be honest, some milestones are less 'Hallmark moment' and more 'how did we survive that?!'. This card is for *those* times. Perfectly unseasoned, delightfully real. Go on, send a giggle. They’ll thank you for it. (Blank inside for your own brand of chaos).
• •TikTok Video Script Teaser (Playful/Nostalgic): (Visual: Quick cuts of iconic Adelaide spots, then to someone smiling holding a card) Remember [insert nostalgic Adelaide reference, e.g., the frog cake at Balfours]? Some things just hit different. So does getting a real card. We’re Unseasoned Greetings, and we’re bringing back that feeling, one South Aussie joke at a time. #AdelaideNostalgia #CardTok #ThoughtfulHumans
• •Email Newsletter Snippet (Heartfelt/Connection): In a world of fleeting DMs, a handwritten card is a hug you can hold. This week, why not reach out to someone 'just because'? Remind them they matter. P.S. Every card you send helps us support ReachOut Australia’s amazing work with young Aussies. #UnseasonedGreetings #Connection #MentalWellness