Brand Tone

Elegant & Sophisticated, Understated & Timeless, Authentic & Down-to-Earth, Warm & Relaxed, Confident & Modern

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Sustainability & Ethical Production
• •Australian Heritage
• •Customer Focus

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the defined tone (Elegant, Authentic, Timeless, Warm, Confident) with examples of do's and don'ts, key vocabulary, and a clear description of the brand personality.
• •Prioritize 'Timeless' over 'Trendy': Use language that emphasizes enduring style, quality, and investment rather than fleeting fashions. Focus on words like 'classic,' 'enduring,' 'heritage,' 'quality,' 'considered.'
• •Emphasize Natural Materials and Craftsmanship: Consistently highlight the premium, natural fibres (Merino wool, cashmere, linen, silk) and the thoughtful design and construction process.
• •Maintain an Authentic and Approachable Voice: While sophisticated, the language should remain relatable and avoid overly complex or exclusionary jargon. Reflect the brand's 'down to earth manner.'
• •Ensure Visual and Textual Harmony: The copy should always align with the elegant, clean, and high-quality aesthetic of Cable Melbourne's visual branding across all platforms. The language should evoke the same sense of calm, quality, and sophistication as the imagery.

Social Perception

Premium Quality, Investment Pieces, Ethical & Sustainable Choice, Classic & Elegant Style, Trusted Australian Brand, 'Word of Mouth' Brand

Copy Examples

• •Headline (New Collection): Enduring Style, Naturally. Discover the Autumn Collection, crafted from the earth's finest fibres for a season of quiet luxury.
• •Product Description (Merino Wool Jumper): Cocoon yourself in the unparalleled softness of pure Australian Merino wool. Our [Jumper Name] is more than a garment; it's a timeless embrace, designed in Melbourne to offer warmth and effortless sophistication for years to come.
• •Social Media Post (Lifestyle): Finding beauty in simplicity. A quiet moment, a cherished knit. Our pieces are designed to move with you, through every season of life. #CableMelbourne #TimelessStyle #AustralianDesign
• •Brand Story Snippet (Website About Us): Born from a legacy of Australian wool and a passion for enduring design, Cable Melbourne creates considered pieces for the modern woman. We believe in quality that lasts, style that transcends, and a commitment to the hands that craft our collections.
• •Email Subject Line (Sale): An Invitation to Invest: Timeless Cable Melbourne pieces, now presenting a special offer.