Brand Tone

Elegant & Timeless, Creative & Inspiring, Warm & Welcoming, Nostalgic & Story-driven, Artful & Mindful, Authentic & Passionate

Brand Values

• •Evoke Memories: "Celebrating our vibrant past, whilst shaping the future."
• •Champion Culture: "Inspired by the places travelled, we don't believe in ordinary."
• •Prioritise Creativity: "A good dose of fun and no limits gets the best results."
• •Inspire Authenticity: "We don't just make for the sake of making."
• •Quality & Craftsmanship: A deep commitment to high-quality materials, durable products (like 500-year archival paper), and beautiful design.
• •Community & Connection: Fostering a space for creators and collaborating with the Australian creative community.

Best Practices

• •Use Evocative and Sensory Language: Describe the feel of the paper, the richness of the colours, the scent of new stationery. Words like "exquisite," "handcrafted," "timeless," "vintage-inspired," "archival," "sanctuary," "artful," and "inspire" align well.
• •Tell a Story: Connect products to the values of preserving memories, celebrating heritage, or embarking on a creative journey. Share the origins of designs or materials where appropriate.
• •Maintain a Balance of Elegance and Warmth: The tone should be sophisticated and respectful of the quality and heritage, but also approachable, friendly, and inspiring to foster a sense of community.
• •Emphasize Craftsmanship and Authenticity: Highlight the quality of materials, the care in creation (e.g., "handmade"), and the genuine passion behind the brand. Avoid overly trendy or disposable language.
• •Inspire and Empower Creativity: Position Zetta Florence not just as a seller of goods, but as a partner in the creative process, offering tools, knowledge (through workshops), and inspiration for an "artful life."

Social Perception

Zetta Florence is widely perceived as a premium, high-quality brand offering beautiful, unique, and timeless products. It's seen as a "treasure trove" or "haven" for stationery enthusiasts, artists, crafters, and those seeking thoughtful gifts. The brand is respected for its expertise in archival products and its connection to preserving heritage. Their workshops are highly regarded for providing excellent learning experiences in a creative and supportive environment. Customers consistently report positive experiences with staff, describing them as friendly, knowledgeable, and helpful. The Fitzroy store is an iconic destination, admired for its beauty, warmth, and inspiring atmosphere.

Copy Examples

• •Headline: Unlock the Stories Within. Body: Every Zetta Florence piece holds a whisper of the past, ready to become part of your future. Discover archival journals and exquisite papers designed to preserve your most cherished memories. #TimelessTreasures #ZettaFlorence
• •Headline: Your Creative Sanctuary Awaits. Body: Step into Zetta Florence and find a world brimming with inspiration. From luxurious Italian papers to engaging workshops, we're here to ignite your passion. What will you create today? #ArtfulLiving #MakeCreateCollect
• •Headline: Gifts That Tell a Story. Body: Beyond the ordinary, find a gift that resonates. Our curated collection of handcrafted stationery, unique homewares, and vintage-inspired treasures offers something truly special for every occasion. #ThoughtfulGifting #ZettaFlorenceFinds
• •Headline: Weave Art into Your Everyday. Body: At Zetta Florence, we believe life is richer with a touch of creativity. Explore our range of beautiful objects, designed to bring an artful elegance to your daily moments. #InspiredLiving #CreativeJourney
• •Headline: More Than a Store, It's an Experience. Body: Visit our iconic Brunswick St haven and immerse yourself in a world of texture, colour, and timeless design. A place for makers, dreamers, and collectors. We can't wait to welcome you. #FitzroyIcon #ZettaFlorenceExperience