Brand Tone

Authentic & Heritage-Driven, Confident & Authoritative, Respectful & Understated, Evocative & Adventurous, Proudly Australian

Brand Values

• •Heritage & Tradition
• •Quality Craftsmanship
• •Durability & Longevity
• •Australian Identity
• •Timeless Style
• •Integrity & Authenticity
• •Adventure & Resilience

Best Practices

• •Embrace Storytelling: Weave the rich history and heritage of Akubra into narratives. Talk about the founders, the evolution of the hats, and their role in Australian culture. This reinforces authenticity and tradition.
• •Highlight Craftsmanship & Quality: Consistently emphasize the superior materials (e.g., rabbit fur felt) and the meticulous, time-honored process of making each hat. Use descriptive language that conveys durability and longevity.
• •Evoke the Australian Spirit: Use imagery and language that connects with the Australian landscape, adventure, resilience, and the iconic status of the brand. Maintain a tone that is proud but unpretentious.
• •Maintain a Confident & Respectful Voice: Speak with authority about the product's quality and legacy, but always with respect for the customer and the brand's heritage. Avoid overly casual or trendy slang that might dilute the brand's established image.
• •Show, Don't Just Tell, Versatility: While honoring the traditional "bush hat" image, showcase through visuals and copy how Akubra hats fit into modern lifestyles and diverse settings – from rural to urban, practical to stylish – appealing to a broader, evolving audience. Ensure user-generated content and influencer collaborations align with these core values.

Social Perception

Iconic & Symbolic, Trusted Quality & Durability, Investment Piece, Versatile Style, Connection to Australian Lifestyle

Copy Examples

• •Headline: Akubra: Woven into the Fabric of Australia since 1876. Body: More than a hat. It's a century of craftsmanship, a lifetime of adventures, and an enduring symbol of the Australian spirit. Discover your Akubra.
• •Headline: Built for Your Journey. Crafted for Generations. Body: From the sun-drenched plains to the city streets, an Akubra is your steadfast companion. Made with passion, designed to endure. Experience the Akubra difference.
• •Social Media Post (with image of someone wearing an Akubra in a scenic location): Caption: Every Akubra tells a story. Where will yours take you? Share your #AkubraAdventures and become part of our legacy. Handcrafted in Australia for wherever life leads.
• •Product Description Snippet (for a specific model like 'Cattleman'): The Cattleman. An Akubra icon, masterfully crafted from premium rabbit fur felt for unparalleled durability and timeless style. Designed for the demanding Australian landscape, ready for your everyday.
• •Headline: The Mark of Authenticity. The Heart of Australia. Body: Each Akubra hat passes through 60 pairs of skilled hands, a testament to our unwavering commitment to quality and Australian tradition. Feel the heritage. Wear the legend.