Brand Tone

Bold, cheeky, and confident, with an informal, direct, and playful sense of humor, often incorporating Australian slang.

Brand Values

• •Confidence
• •Quality and Comfort
• •Sustainability
• •Aussie Spirit

Best Practices

• •Embrace the "Cheeky" Voice: Consistently use a playful, confident, and slightly irreverent tone. Use humor and wit, but always keep it positive and empowering.
• •Weave in the Aussie Spirit: Reference Australian culture, slang (sparingly, for a global audience), and lifestyle to reinforce brand identity. This helps differentiate the brand from generic underwear companies.
• •Prioritize Confidence and Comfort in Messaging: Every piece of copy, from a product description to a social media post, should circle back to the core benefits of feeling confident and comfortable.
• •Highlight Sustainability Simply: Talk about being eco-friendly in a way that is easy to understand and feels like a natural part of the brand's story, not a technical lecture. For example, "Good for you, good for the planet."
• •Foster a Community Vibe: Use inclusive language like "crew," "family," and "join us." Encourage user-generated content and interaction to make customers feel like they are part of a movement, not just buyers of a product.

Social Perception

Fun and youthful, body positive and inclusive, trustworthy, and community-oriented.

Copy Examples

• •Don't Just Wear Underwear. Wear Confidence. Life's too short for boring briefs. Our Aussie-designed underwear is crafted for ultimate comfort and a cheeky attitude. Ready to strut your stuff?
• •Your top drawer called. It's begging for an upgrade. 😉 Unleash your bold side with our eco-friendly, ridiculously comfy undies. #CockyUnderwear #AussieStyle #ConfidenceInComfort
• •Ready for a Cheeky Week? G'day [Customer Name], conquer your week with the confidence that only comes from wearing a great pair of undies. Inspired by the Aussie spirit and made with sustainable materials, because we care about your comfort and the planet. Shop our new arrivals!
• •The Beach BBQ Boxer. Inspired by sunny days and backyard gatherings, this pair is all about laid-back comfort with a bold look. Made from our signature eco-friendly fabric, it’s designed to feel as good as it looks—fun, fearless, and unapologetically you.
• •Boring Underwear is a Thing of the Past. Feel the Aussie difference. Cocky Underwear gives you the perfect blend of bold style and sustainable comfort. Click to find your perfect pair and get ready to feel seriously good.