Brand Tone

Aspirational, sophisticated, passionate, professional, practical, and romantic.

Brand Values

• •Design Excellence & Quality
• •Functionality & Innovation
• •Female Empowerment & Inclusivity
• •Heritage & Passion
• •Authenticity

Best Practices

• •Lead with the 'Why': Always connect the products back to the founder's story. Start with the problem —uninspired, impractical gear—and present Aerohart as the beautiful, functional solution. This authentic origin story is a key differentiator.
• •Balance Aspiration with Function: Use sophisticated and evocative language ("elevate the experience," "ode to the glamorous days") but always ground it in tangible benefits ("solves frustrations," "durable," "protects your gear"). This dual approach appeals to both the passion for flight and the practical needs of a pilot.
• •Incorporate the Australian Outback: Weave in sensory details about the brand's inspiration—the colors, textures, and lines of the Australian landscape. This adds a unique layer of authenticity and romance to the brand narrative.
• •Champion the Community (Especially Women): Speak directly to the community of pilots, with a special emphasis on the experiences of women in aviation. Use inclusive language but don't shy away from celebrating that the brand was created to serve a previously overlooked demographic. This builds loyalty and a strong niche following.
• •Maintain a Premium Lexicon: Consistently use a vocabulary that reinforces the brand's luxury positioning. Words like "sophisticated," "precision," "crafted," "bespoke," "luxury," and "unparalleled" should be mainstays in the copy across all platforms to justify the premium price point and perception.

Social Perception

Aerohart is perceived as a luxury, premium brand that fills a niche for stylish pilots. It is seen as an aspirational, high-quality Australian brand, praised for its unique combination of style and quality, with the founder's personal story strongly resonating with customers.

Copy Examples

• •Born of Functionality. Elevated by Luxury. Discover aviation gear that performs at the highest level and looks amazing in and out of the cockpit.
• •Designed for the journey, inspired by the Australian outback. Our Torres Flight Bag solves real-world frustrations with a style that was missing from the cockpit. Finally, your gear is as sophisticated as your aircraft. #Aerohart #PilotLife #WomenInAviation #LuxuryTravel
• •Tired of clunky, one-size-fits-all flight gear? As a pilot, Yolande Woods was too. That’s why she created Aerohart: a collection of beautifully crafted leather bags and accessories designed to solve problems, not create them. Experience the difference thoughtful design makes. Shop the collection now.
• •Keep your cockpit free of clutter with the Johnson Tourer Case. Constructed with high-quality kangaroo leather and a sturdy lining, this case is designed to hold your essentials securely. It zips into an unobtrusive package that fits perfectly within the Aerohart Flight Bag, providing an irresistible level of luxury and organization for discerning pilots.
• •A new class of aviator has arrived.