Brand Tone

Relaxed and Friendly, Aspirational yet Accessible, Curated and Stylish, Community-Focused, Playful/Nostalgic

Brand Values

• •Relaxed Living: Promoting a comfortable and easy-going lifestyle.
• •Beauty and Style: Offering aesthetically pleasing products for home and lifestyle.
• •Quality and Curation: Carefully selecting items, including local and Australian-designed products.
• •Sustainability/Ethical Sourcing (aspired): Mentioned as having a "strong emphasis on locally sourced and ethically produced products" and believing in "sustainable pieces to keep forever."
• •Customer Connection: Building relationships through a welcoming atmosphere and loyalty programs.
• •Accessibility: Catering to various budgets.

Best Practices

• •Embrace "Relaxed" Language: Use warm, inviting, and approachable words. Avoid overly formal or technical jargon. Think "cozy," "calm," "unwind," "easy-going" rather than "optimal" or "utilize."
• •Subtly Weave in the '80s Nod (When Appropriate): While the core is relaxed modern coastal, don't be afraid of a light, playful nod to the brand name's origin, especially on social media where personality shines. This connects with those who get the reference and adds a layer of fun.
• •Highlight Curation and Local/Australian Connection: Emphasize the thought behind the product selection and the support for Australian designers and makers. This reinforces quality and community values.
• •Speak to the "Frankie Family": Foster a sense of community by addressing customers with inclusive language. Use terms like "Frankie Family" where appropriate, especially in loyalty communications.
• •Focus on the Feeling: Sell the lifestyle and the feeling products evoke (calm, beauty, comfort, joy) rather than just the products themselves. Connect items to the core value of "relaxed living."

Social Perception

Go-To for Gifts and Homewares, Trusted Curator, Modern Coastal Aesthetic, Community-Oriented Local Business, Positive and Playful

Copy Examples

• •Instagram Post (New Homewares Arrival): "Unwind in style. ✨ Our latest collection of cozy throws and handcrafted ceramics has just landed, perfect for bringing that 'Frankie Say Relax' vibe to your sanctuary. Tap to shop or visit us in-store for a little dose of calm. #FrankieSayRelax #Homewares #GeelongHomes #RelaxedLiving #ShopLocalAU"
• •Facebook Ad (Seasonal Gifting): "Searching for that perfect something? Let Frankie help you find a gift that says 'take a moment for yourself.' From beautiful Australian-made jewellery to unique homewares, we've got thoughtful treasures for every budget. Pop into our Torquay store (now even bigger!) or browse online! #FrankieGifts #ShopGeelong #SupportLocal #RelaxAndShop #AustralianDesigned"
• •Email Newsletter Subject: "Your Weekend Wind-Down Starts Here | New Arrivals at Frankie" Body Snippet: "Hey Frankie Family! Ready to embrace that relaxed weekend feeling? We've just added some gorgeous new pieces to our lifestyle collection – think soft linens, inspiring prints, and the perfect accessories to help you press pause. Discover your new favourite way to relax..."
• •TikTok Video Caption (Styling a Nook): "Little corner, big calm ☕️ Watch how we transform this space with a few Frankie favourites. It's all about those small touches that make your home a haven. What's your go-to for a relaxing space? #HomeStyling #FrankieSayRelaxGeelong #InteriorInspo #CoastalVibes #TikTokDecor"
• •Website Banner (Homepage): "Frankie Say Relax: Curated homewares, fashion & gifts for a life lived beautifully and calmly. Open 7 days. [Shop New Arrivals]"