Brand Tone

approachable, knowledgeable, and reliable

Brand Values

• •Quality and Authenticity
• •Customer-Centric Service
• •Community and Local Identity
• •Accessibility and Variety
• •Harm Reduction

Best Practices

• •Stay True to "Expert Yet Approachable": Always balance knowledgeable advice with a friendly, welcoming tone. Avoid overly technical jargon unless explaining a specific feature, and always offer a simpler explanation or an invitation to ask questions.
• •Emphasize Core Values: Regularly weave brand values into the copy. Mention "100% NZ Owned," "authentic products," and your commitment to "fast, friendly service." This reinforces brand identity and builds trust.
• •Be Community-Focused: Use inclusive language like "vapers," "community," and "we're here to help." Engage with comments on social media promptly and helpfully to nurture the community you've built.
• •Maintain a Clean and Professional Aesthetic: Ensure all visual content (photos, graphics) aligns with the sleek, modern look of the website. The copy should be equally clean: well-written, proofread, and concise.
• •Adapt to the Platform: While the core tone remains the same, tailor the style to the platform. Keep it short, visual, and hashtag-heavy on Instagram. Be slightly more detailed and community-oriented on Facebook. Maintain a professional and informative tone on the website and in emails.

Social Perception

Urban Vape NZ is widely perceived as a highly positive, trustworthy, and top-tier vape retailer in New Zealand, known for excellent service, fast shipping, and a great product range. They have successfully built a loyal customer base and align well with the intended regulatory framework for responsible specialist vape vendors, despite broader industry scrutiny.

Copy Examples

• •Your new all-day vape has arrived. ✨ Introducing the [Product Name] - compact, powerful, and packed with flavour. Our team has put this one to the test and we’re impressed. Swipe to see the details! Available online and in our Auckland stores now. #UrbanVapeNZ #NZVape #NewVapeGear
• •Thinking of making the switch? We're here to help. Quitting smoking is a journey, and the right tool can make all the difference. At Urban Vape, our knowledgeable team can guide you to a starter kit that fits your needs. As a 100% NZ-owned shop, we’re committed to supporting Kiwis. Visit us in-store or chat with us online to get started. #VapeToQuit #NZHealth
• •Treat Yourself | 15% Off All E-Liquids This Week!
• •Got Questions? We've Got Answers. From finding your first vape to advanced builds, our expert team is here to help you on your vaping journey. Chat with us now!
• •Experience the craft of [Brand Name]. This isn't just another juice; it's a meticulously blended flavour profile for the discerning vaper. With notes of [Flavour 1], [Flavour 2], and a smooth [Finish], it’s a sophisticated vape we’re proud to stock. Authentic, quality-tested, and ready to be your new favourite.