Brand Tone

Sophisticated, Deliberate, and Authentic

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Local Identity
• •Considered Production

Best Practices

• •Develop a Vocabulary List: Create a list of "on-brand" words (e.g., deliberate, timeless, craftsmanship, enduring, essential) and "off-brand" words (e.g., trendy, hot, sale, cheap, fast) to maintain consistency across all written materials.
• •Prioritize "Why" Over "What": Start with the brand's philosophy. Instead of just describing a shoe's features, explain why those features were chosen—e.g., "We chose a Vibram® sole not just for its durability, but for the confidence it gives you on any surface."
• •Maintain the Human Element: Occasionally use direct, slightly informal language, similar to the "Can't believe you're still reading this" line. This builds a genuine connection and prevents the brand from sounding sterile or overly formal.
• •Anchor the Story in Melbourne: Continuously weave the brand's origin into the narrative. Mentioning the city reinforces authenticity and provides a unique identity that separates it from global competitors.
• •Write for the Long Term: Just as the products are built to be timeless, the copy should avoid time-sensitive slang or pop culture references. The language should feel as relevant in five years as it does today, reinforcing the brand’s core value of creating lasting pieces.

Social Perception

Currently a blank slate, offering a significant opportunity to meticulously shape its public image and effectively communicate core values from initial interactions. The challenge is to establish recognition in a competitive market.

Copy Examples

• •Built from the ground up. The Sleeper Loafer combines timeless form with contemporary function. Featuring pebble grain leather and a durable Vibram® sole, it’s a silhouette designed to last. A tribute to our Melbourne origins, made for every ground, everywhere. Available now.
• •Beyond the fleeting. We create footwear that respects classic design while embracing the present. For us, every detail matters—from the first sketch in our Melbourne studio to the final stitch.
• •You asked. We listened. We took our time to get it right, and now the Sleeper Loafer is back in stock. Crafted with intention and built to endure, this is the shoe we envisioned when we started Above the Ground. Thank you for your patience. Your pair is waiting.
• •The essential companion. Our tote is designed with a single, spacious compartment to carry what matters. Made from full-grain leather that gets better with age, it’s a piece that doesn't ask for attention but confidently earns it. Designed in Melbourne.
• •More than a shoe. It's a foundation. Above the Ground. Melbourne.