Brand Tone

Informative, Quality-Conscious, Australian, Enthusiastic, Direct

Brand Values

• •Quality
• •Innovation
• •Australian Made
• •Customer Choice and Experience
• •Transparency/Education (to an extent)
• •Responsibility (implied)

Best Practices

• •Develop a Central "Brand Voice Guide": Document the identified tone (Informative, Quality-Conscious, Australian, Enthusiastic, Direct) with clear do's and don'ts, and example phrases. Share this with anyone creating content.
• •Prioritise "Quality" and "Australian Made" Messaging: Consistently weave in phrases that reinforce the commitment to high-quality ingredients, local production, and a "craft" approach, distinguishing the brand from generic imports.
• •Balance Enthusiasm with Information: While showcasing exciting flavours, ensure copy also provides clear, factual information about the products (e.g., nicotine-free, PG/VG ratios where relevant, ingredient quality) to build trust and educate.
• •Maintain a Customer-Centric and Approachable Voice: Encourage interaction, ask questions, and use language that is welcoming and shows an interest in customer preferences and feedback, as seen in their current calls for flavour suggestions.
• •Review and Adapt Based on Genuine Customer Language (but stay true to core values): Monitor how customers talk about the brand (reviews, social media). While a Reddit thread might show skepticism, the brand's owned channels reflect positive engagement. Use the language and praises of satisfied customers as inspiration, while proactively addressing any concerns transparently to build broader trust. Ensure all copy consistently reinforces the commitment to legal compliance (e.g., clear "nicotine-free" for relevant products, age verification).

Social Perception

Largely positive on their own platform (website reviews), with customers praising product quality, flavour accuracy, and service. Mixed on external platforms (Reddit), with some skepticism regarding legitimacy and ABN status, but also reports of successful orders. Operates within a contentious regulatory environment in Australia. Focus on 0mg nicotine juice aligns with current Australian laws for general retailers (non-pharmacies). Concerns about Online Vape Stores. This indicates a need for the brand to manage its reputation beyond its own website. Flavour perception appears subjective, with some finding it good and others less strong.

Copy Examples

• •Headline: Melbourne's Craft Vape Revolution: Discover Flavour. Not Hype. Body: Tired of the same old vape? At Vape Lab Group, we’re Aussies crafting premium, locally-made e-liquids that are all about exceptional taste and quality. Explore our unique flavour collections – from rich desserts to vibrant fruits – and experience the difference. (Focus: Quality, Australian, Discerning)
• •Social Media Post: What's Your Flavour Fusion? 🥭🍓 Our Melbourne lab is always buzzing with new taste sensations! We believe in quality ingredients and endless possibilities. Tell us your dream e-liquid combo below! #VapeLabGroup #AussieVape #FlavourCraft #MadeInMelbourne (Focus: Enthusiastic, Community, Innovation)
• •Product Description Snippet (for a new fruit flavour): "Unleash a burst of authentic orchard freshness. Our new [Flavour Name] e-liquid is meticulously crafted in our Melbourne lab, using only premium, food-grade ingredients. Pure, vibrant taste, with a smooth finish. Zero nicotine, all flavour." (Focus: Quality, Informative, Flavour-centric)
• •Blog Post Intro: "Understanding Your Vape: PG vs. VG Explained. New to vaping or just curious about what's in your e-liquid? At Vape Lab Group, we believe in transparency. Let's break down the basics of Propylene Glycol and Vegetable Glycerin, so you can choose the perfect vape experience for you." (Focus: Educational, Transparent, Customer-Focused)
• •Website Banner: Experience the Art of Australian Vaping. Premium E-Liquids. Crafted in Melbourne. Taste the Difference. [Shop Now Button] (Focus: Quality, Australian, Direct)