Brand Tone

Passionate & Artistic, Proudly Australian & Supportive of Local Designers, Quality-Conscious & Premium, Friendly & Customer-Focused, Creative & Inspiring

Brand Values

• •Artistic Expression & Originality
• •Australian Heritage & Identity
• •Quality Craftsmanship
• •Customer Satisfaction
• •Supporting Local Talent
• •Respect for Indigenous Culture

Best Practices

• •Embrace Australian Vernacular (Subtly): Use welcoming and warm language. While avoiding excessive slang, occasional, natural-sounding Aussie terms can add authenticity (e.g., "G'day" in a friendly email).
• •Highlight "Australian Made" and "Local Designers": Consistently weave in the pride of local production and the support for Australian artists in product descriptions, social media posts, and 'About Us' narratives.
• •Focus on Quality and Uniqueness: Use descriptive words that convey the premium nature of the fabrics (e.g., "vibrant," "luxurious," "meticulously printed," "exclusive design").
• •Maintain a Friendly and Appreciative Voice: Mirror the warmth of a handwritten note in digital communications. Use "we" to foster a sense of a passionate team, and express gratitude to customers.
• •Inspire Creativity: Frame product descriptions and social media posts around the potential projects and the joy of creating. Ask questions to engage the audience and encourage them to share their makes.

Social Perception

Customers perceive Australiana Fabrics as a source of beautiful, unique, high-quality Australian-themed fabrics. The brand is seen as supportive of Australian designers and offering good customer service. The personal touch of handwritten notes is appreciated and contributes to a positive perception. The broader market for "Australiana fabrics" is vibrant, with many customers seeking these specific designs for quilting, dressmaking, and crafts, indicating a strong appreciation for locally themed and produced textiles.

Copy Examples

• •Headline: "Drape Yourself in Australian Artistry. ✨ Discover unique fabrics designed by local talents and printed with love, right here in Australia. What story will your next creation tell? #AustralianaFabrics #AustralianMade #FabricArt"
• •Instagram Post: "From our studio in the Southern Highlands to your creative hands! 🌿 We're passionate about bringing stunning Australian flora and fauna to life on premium fabrics. Perfect for your next quilting, dressmaking, or home décor project. Swipe to see [Designer Name]'s latest masterpiece! #SupportAustralianDesigners #UniqueFabric #SewCreative"
• •Facebook Ad: "Tired of the same old prints? 🤔 At Australiana Fabrics, we celebrate originality! Explore our curated collections of vibrant, high-quality fabrics – featuring exclusive designs you won't find anywhere else. Plus, enjoy a little sunshine in your parcel with our handwritten thank you notes! Shop now: [Link] #AustralianaFabrics #QualityTextiles #CraftAustralia"
• •Product Description Snippet: "Crafted with care on premium [fabric type], this [Pattern Name] fabric, designed by the talented [Designer Name], captures the heart of the Australian bush. Printed locally, it’s not just fabric, it’s a piece of home. Ideal for [projects]. Let your creativity bloom! 🌸"
• •Email Newsletter Subject: "💌 A Touch of Aussie Magic: New Arrivals & Designer Spotlight at Australiana Fabrics! Body Snippet: G'day [Customer Name], Get ready to be inspired! We've just added some breathtaking new designs to our collection, all proudly Australian and printed to perfection. This week, we're also celebrating the incredible work of [Designer Name]... "