Brand Tone

Elegant, Natural, Trustworthy, Proudly Australian. Supporting Tones: Luxurious, High-Quality, Comfortable, Sustainable.

Brand Values

• •Quality & Craftsmanship: Commitment to high-quality Merino wool and, where possible, Australian manufacturing.
• •Natural & Sustainable: Emphasis on Merino wool as a natural, biodegradable, and renewable fiber. They position themselves as providing sustainable and longer-lasting fashion.
• •Australian Heritage: Strong identification with Australian origin, from sourcing wool from Australian farmers to being a proudly Australian-owned company.
• •Comfort & Versatility: Highlighting the natural comfort, breathability, and suitability of Merino wool for various climates and uses.
• •Growth & Ambition: As a publicly listed company, there's a clear value placed on growth, market expansion (domestic and international), and delivering value to investors.

Best Practices

• •Emphasize Natural Qualities: Consistently highlight the inherent benefits of Merino wool – its softness, breathability, temperature regulation, and natural origins. Use sensory language.
• •Maintain an Elegant & Refined Voice: Avoid overly casual slang or jargon. The language should reflect the premium quality of the products.
• •Instill Australian Pride (Authentically): Weave in the "Proudly Australian" element naturally, whether referring to wool sourcing, design inspiration, or company heritage.
• •Focus on Timelessness & Durability: Position products not just as fashion items, but as long-lasting investments in quality and comfort, aligning with sustainability.
• •Educate Subtly: While promoting products, subtly educate the audience about the unique properties of Merino wool and the brand's commitment to quality and its Australian roots. This builds trust and reinforces brand values.

Social Perception

Generally viewed as a provider of high-quality, luxurious, and comfortable Merino wool products. The "Australian Made" aspect resonates positively with consumers who prioritize supporting local industries. Following its ASX listing, there's an emerging perception of Merino & Co as a growing Australian company with international potential.

Copy Examples

• •Headline: Experience the Unrivaled Softness of Nature. Discover Merino & Co. Body: Crafted from the finest Australian Merino wool, our latest collection embodies timeless elegance and natural comfort. Feel the difference, purely. Call to Action: Shop Luxurious Knitwear
• •Headline: Invest in Enduring Style. Invest in Australian Quality. Body: Merino & Co brings you sustainably sourced, beautifully designed apparel that’s made to last. From our land, to your wardrobe. Call to Action: Explore Our Heritage Collection
• •Headline: The Gentle Touch of Australia, Woven for You. Body: Indulge in the breathable warmth and natural versatility of pure Merino wool. Perfect for every season, every moment. Call to Action: Find Your Perfect Merino Piece
• •Headline: Beyond Comfort. Beyond Trends. Simply Merino. Body: We believe in the power of natural fibres. Our commitment is to quality, sustainability, and the enduring appeal of Australian Merino wool. Call to Action: Learn Our Story
• •Headline: Australian Owned. Globally Loved. The Future of Natural Luxury. Body: Merino & Co is proud to share the exceptional qualities of Australian Merino wool with the world. Discover sophisticated apparel that’s as kind to your skin as it is to the planet. Call to Action: View Our Investor Centre | Shop New Arrivals