Brand Tone

Thoughtful & Caring, Elegant & Sophisticated, Authentic & Local, Appreciative & Connected, Quality-Conscious, Friendly & Approachable

Brand Values

• •Supporting Local
• •Thoughtfulness & Connection
• •Quality & Craftsmanship
• •Curation & Ease
• •Authenticity
• •Community Focus
• •Sustainability/Ethical Considerations

Best Practices

• •Always Emphasize "Local" and "Artisan": Consistently highlight that the products are sourced from New Zealand artisans and small businesses. This reinforces a core value and differentiator.
• •Use Warm, Evocative Language: Words like "thoughtful," "heartfelt," "cherish," "connect," and "discover" help convey the caring and personal nature of the brand.
• •Maintain a Sophisticated yet Approachable Voice: While the brand is elegant, the language should remain friendly, clear, and easy to understand. Avoid overly casual slang but also steer clear of overly formal or impersonal corporate speak.
• •Tell the Story: Whenever possible, briefly allude to the stories behind the products or artisans. This adds depth and authenticity to the gift-giving experience (e.g., "handcrafted by [Artisan Name] in [Region]," "small-batch goodness").
• •Focus on the "Why" of Gifting: Connect the act of giving a We Wander box to the emotions and intentions behind it – celebrating milestones, showing appreciation, offering comfort, or strengthening bonds. Frame the gift as a solution to expressing these sentiments.

Social Perception

Positive View of Supporting Local, High-Quality Gifting Option, Trustworthy & Reliable, Aspirational but Accessible, Appreciation for Curation

Copy Examples

• •Headline: Share a Piece of New Zealand's Heart. Body: Discover thoughtfully curated gift boxes, brimming with treasures from local Kiwi artisans. Perfect for saying "thank you," "congratulations," or simply "I'm thinking of you." Send a We Wander box today and connect with the spirit of Aotearoa.
• •Headline: More Than a Gift, It's a Connection. Body: Each We Wander gift box tells a story – a story of local passion, craftsmanship, and the joy of giving. Support small New Zealand businesses while sending a truly memorable and heartfelt gift. Explore our collections.
• •Headline: Celebrate Them, Support Local. Body: Looking for a unique corporate gift or a special something for a loved one? Our beautifully curated boxes feature the best of New Zealand's artisan talent. Give a gift that gives back to our community.
• •Headline: Thoughtful Gifting, Made Beautifully Simple. Body: Finding the perfect, unique New Zealand gift is easy with We Wander. From gourmet treats to handcrafted homewares, our curated selections are designed to delight. Build your own or choose a favourite – pure Kiwi kindness, delivered.
• •Headline: Unwrap the Essence of New Zealand. Body: Every We Wander box is a journey through the finest local creations. We partner with passionate Kiwi artisans to bring you gifts that are as unique and special as the people receiving them. Gift thoughtfully, gift local.