Brand Tone

Nostalgic, Appreciative, Community-Focused, and Inspirational

Brand Values

• •Heritage Preservation
• •Community Empowerment
• •Authenticity
• •Creativity

Best Practices

• •Always connect products back to the core mission. Every piece of copy, from a product description to a social media post, should reinforce that purchases directly support the restoration and preservation of Victoria Baths.
• •Incorporate words that evoke the building's history and grandeur. Terms like "water palace," "Edwardian," "iconic," "heritage," and "historic" align with the established brand identity.
• •Emphasize that products are inspired by real architectural details and often created by local artists and volunteers. This strengthens the community value.
• •Frame products within the larger narrative of Victoria Baths. Whether it's the story of a specific feature, a memory from a bather, or the ongoing community effort, storytelling creates an emotional connection that transcends simple retail.
• •Consistently express appreciation for customers, visitors, and volunteers. This reinforces the community-focused and appreciative aspects of the brand's voice.

Social Perception

A Cherished Landmark and Unique Cultural Hub. The public perceives Victoria Baths with great affection, viewing it as a "hidden gem" and an essential part of Manchester's cultural heritage. It's widely celebrated as a successful community-led restoration project. Users on review sites and social media express admiration for the building's beauty and its unique atmosphere as a venue for events like weddings, vintage fairs, and even pop-punk concerts. The shop is seen as a positive extension of this, offering meaningful souvenirs that support a worthy cause. The brand collaboration with Tile Giant, creating a tile collection inspired by the Baths, further cements its status as a design and heritage icon.

Copy Examples

• •Bring a piece of the palace home. ✨ Our new fused glass robins are inspired by the rich colours of the stained glass windows that have illuminated our Gala pool since 1906. Each purchase helps us keep the light shining on Manchester's heritage. Link in bio to shop the collection. #VictoriaBaths #SupportHeritage #ManchesterMade
• •Rest your cup on a piece of history. This coaster features the beautiful 'Angel of Purity' stained glass window, a beloved detail from our Turkish Baths Rest Room. It’s more than a coaster; it’s a daily reminder of the craftsmanship you help us protect. Every purchase supports the Victoria Baths Trust and the ongoing restoration of our water palace.
• •Looking for a gift that gives back? The Victoria Baths Shop is filled with treasures designed by local artists and inspired by our incredible building. From gin to gorgeous prints, every item sold helps fund our future as a community and arts venue for all. Visit us on 'Welcome Tuesdays' or shop online anytime!
• •A building saved by the people, for the people. When you buy from the Victoria Baths Shop, you become part of our story—a story of community spirit and a passion for preserving beauty. Thank you for your support. This month, all proceeds from our tote bag sales will help fund essential repairs to our iconic green tiles.
• •From public baths to a cultural hub. Your support keeps our story going. Shop our collection of gifts inspired by 118 years of Manchester history and help us write the next chapter. 🛁✨ #ShopLocal #Mcr #Heritage