Brand Tone

Proudly Australian, Quality-Focused, Timeless & Classic, Authentic & Trustworthy, Ethical & Sustainable, Approachable & Customer-Oriented

Brand Values

• •Australian Craftsmanship
• •Quality & Durability
• •Heritage & Tradition
• •Ethical Practices
• •Sustainability
• •Customer Satisfaction
• •Timeless Style

Best Practices

• •Always Emphasize "Australian Made": Consistently highlight that products are designed and manufactured in Australia, leveraging this key differentiator and point of pride for customers.
• •Focus on Quality and Durability: Use descriptive language that conveys the premium nature of Merino wool (softness, warmth, breathability) and the long-lasting construction of the garments.
• •Weave in Heritage and Trust: Subtly reference the brand's establishment in 1988 and its family-run nature to build credibility and a sense of enduring tradition.
• •Communicate Ethical & Sustainable Aspects: Clearly articulate the use of natural, renewable fibers and ethical production processes. This resonates with modern consumer values.
• •Maintain a Warm and Authentic Voice: While professional, the tone should remain approachable and genuine, reflecting a brand that values its customers and its craft. Use clear, straightforward language.

Social Perception

Aklanda Australia is highly regarded for its exceptional quality and durability. The "Australian Made" label is a significant draw and a source of pride for customers. The brand is perceived as trustworthy and reliable, with a strong heritage. Customers appreciate the comfort and softness of the Merino wool. There is a growing appreciation for their ethical and sustainable approach. The style is generally seen as classic, timeless, and versatile.

Copy Examples

• •Headline: "Experience the Enduring Quality of Australian Merino. Aklanda: Crafted Here, Worn Everywhere." Body: "Since 1988, Aklanda has been dedicated to creating premium knitwear from the finest Australian Merino wool. Each piece is a testament to our heritage of quality craftsmanship, designed to bring you timeless style and lasting comfort. Support Australian made and feel the difference."
• •Social Media Post: "Wrap yourself in the pure comfort of Australian nature. Our latest collection of 100% Merino wool cardigans is ethically crafted right here in Melbourne, offering a touch of luxury for your everyday. Discover sustainable warmth that’s made to last. #AklandaAustralia #MerinoWool #AustralianMadeFashion #SustainableStyle"
• •Product Description Snippet: "This classic crew neck sweater is more than just a garment; it's a piece of Australian tradition. Knitted with passion in our Melbourne mill using sustainably sourced Merino wool, it promises unparalleled softness, natural breathability, and timeless appeal. Invest in quality that endures."
• •Email Subject Line: "Rediscover Timeless Australian Knitwear – Built on Quality Since 1988." Email Body Preview: "For over three decades, Aklanda has been synonymous with the finest Australian Merino wool knitwear. Explore our new arrivals and cherished classics, all designed and made with pride in Australia."
• •About Us Snippet: "Aklanda Australia: A legacy of warmth, woven from the finest Australian Merino wool. For generations, we've prided ourselves on exceptional quality and ethical, local craftsmanship. From Australian farms to your wardrobe, experience knitwear that’s truly authentic."