Brand Tone

Warm and Wholesome, Passionate and Caring, Handmade and Artisanal, Community-Oriented and Local, Educational and Appreciative

Brand Values

• •Conservation
• •Handmade Quality
• •Love for Tasmanian & Australian Wildlife
• •Community Engagement
• •Bringing Joy and Comfort
• •Authenticity

Best Practices

• •Always Lead with Passion for Wildlife and Conservation: This is the brand's origin story and a key differentiator. Every piece of copy should, where appropriate, subtly or overtly connect back to the love for Tasmanian animals and the mission to support them.
• •Emphasize "Handmade" and "Tasmanian Made": These qualities resonate with buyers looking for unique, artisanal products and also evoke a sense of place and authenticity. Use descriptive words that convey care and craftsmanship.
• •Maintain a Warm, Wholesome, and Slightly Playful Voice: The products are inherently charming and evoke positive emotions. The copy should reflect this by being friendly, inviting, and occasionally using endearing language when describing the animals/softies.
• •Tell Stories: Share the "why" behind the brand, stories of the animals, the making process, or how purchases contribute to conservation. This builds a deeper connection with the audience than just listing product features.
• •Be Consistent Across All Platforms: Whether it's the Shopify store, Etsy, TikTok, or Facebook, the core messages of handmade quality, Tasmanian origin, love for wildlife, and conservation efforts should be present and communicated with a consistent tone. This builds brand recognition and trust.

Social Perception

Positive and Endearing, Ethically Minded, Authentically Tasmanian, Gift-Worthy

Copy Examples

• •Cuddle a Cause: Bring Home a Tasmanian Softie & Help Protect Our Wildlife. Each of our lovingly handmade native animal softies isn't just a toy, it's a hug for conservation. Crafted from the softest wool felt right here in Tasmania, your purchase directly supports Bonorong Wildlife Sanctuary and vital projects protecting species like the Tasmanian Devil and adorable Handfish. Share the magic, save a mate.
• •From Our Hands to Your Heart: Meet Your New Best Friend. Discover the unique charm of Tasmanian Softies. Every stitch is sewn with love, bringing to life iconic Aussie animals like Neil the Seal, playful wombats, and cheeky Tasmanian Devils. Perfect for gifting, collecting, or simply a warm, fuzzy friend to brighten your day. Find your Tassie treasure today!
• •Salamanca Market Favourite, Now in Your Home! Can't make it to Tasmania's famous Salamanca Market? We'll bring a piece of it to you! Our beloved, handcrafted animal softies, a local hit, are now available online. Made with passion and a deep love for our island's creatures. Support local artisans and wildlife with every softie.
• •Little hands, big hearts, and a wild Tasmanian friend! ❤️ Our softies are more than just toys; they're companions for adventure and quiet cuddles, all while teaching a love for Australia's unique creatures. Handmade with care, for memories that last. #TasmanianSofties #HandmadeWithLove #WildlifeConservation #TassieMade
• •Meet Davo, our darling Tassie Devil! Don't let the name fool you, he's all softie and no scowl. Lovingly handcrafted from premium wool felt, Davo is ready for cuddles and adventures. Plus, a portion of his adoption fee goes directly to helping his mates in the wild. A truly special Tasmanian treasure.