Brand Tone

Aspirational yet accessible, sophisticated, and warm. Inviting, descriptive, and appreciative of design and quality, focusing on inspiration over sales.

Brand Values

• •Quality and Craftsmanship
• •Support for Australian Creators
• •Curated Distinction
• •Community Focus
• •Holistic Home Creation

Best Practices

• •Lead with the Feeling, Not Just the Function: Instead of saying "a chair," say "your new favourite corner to unwind in." Focus on the experience and emotion the product brings to the customer's life.
• •Tell the Story: Whenever possible, mention the designer, the origin (especially if Australian-made), or the craftsmanship behind a product. This reinforces the values of quality and curation.
• •Use Warm and Inclusive Language: Employ words like "your," "we," and "together." Phrase sentences as friendly suggestions (e.g., "Imagine this on your mantlepiece") to create a collaborative and welcoming tone.
• •Keep it Elegant and Clear: The language should reflect the sophisticated aesthetic of the products. Avoid slang, excessive emojis, or overly casual phrasing. Strive for clarity, elegance, and warmth in every piece of communication.
• •Maintain a Consistent Voice Across All Channels: The aspirational and warm tone should be present everywhere, from a one-line Instagram caption and a detailed product description to an email newsletter and an in-store sign. This builds a strong, recognizable brand identity.

Social Perception

The public and its customers perceive Hatch Home as a stylish and reliable source for high-quality, contemporary homewares and furniture. It is seen as a valuable local asset that brings a sophisticated, urban sensibility to a regional area. Customers appreciate the curated selection that saves them from having to look further afield for unique design pieces. The brand is trusted for its taste and its friendly, knowledgeable service.

Copy Examples

• •Sink into your new favourite corner. ✨ Introducing the [Armchair Name], a masterpiece of comfort and style, designed and crafted right here in Australia. Its timeless lines and plush fabric are destined to make any room feel more like home. Tap to explore or visit us in-store to experience it for yourself. #HatchHome #AustralianMade #NewArrival #HomeStyle
• •Headline: Welcome, Autumn. Create Your Cozy Haven. Sub-headline: Discover our new collection of warm textures, rich hues, and handcrafted pieces designed to make staying in the best part of your day.
• •Subject: Inside: Your Weekend Home Update + A Treat From Us
• •Headline: Giving Your Busselton Home a Touch of Style. Body: From custom Australian-made sofas to the perfect handcrafted gift, Hatch Home is your local destination for creating a space you’ll love. Pop into our store on [Street Name] for some fresh inspiration or a friendly chat about your next project! Our interior styling team is here to help. #ShopLocalBusselton #SouthWestLiving #InteriorDesign
• •More than just a vase, it’s a small sculpture for your home. Each [Vase Name] is handcrafted by artist [Artist Name], meaning no two are exactly alike. Its organic shape and subtle glaze catch the light beautifully, whether holding fresh botanicals or standing elegantly on its own. A perfect example of everyday art.