Brand Tone

Friendly, relaxed, and aspirational, focusing on comfort, joy, and simple pleasures.

Brand Values

• •Joy and Positivity
• •Comfort and Quality
• •Community and Inclusivity
• •Simplicity and Timelessness

Best Practices

• •Lead with "Feel-Good": Every piece of copy, from a tweet to a product description, should in some way evoke a positive feeling. Use words that are uplifting, comforting, and joyful.
• •Embrace Casual Language: Keep the tone conversational and friendly. Use contractions, ask questions, and speak directly to the customer as you would a friend.
• •Highlight the Lifestyle, Not Just the Product: Sell the feeling of a sunny day in Bondi, the comfort of a lazy Sunday, or the joy of spending time with friends. The product is the vehicle for that experience.
• •Use "Colour" as a Verb: Encourage customers to "add colour" to their lives, to "live colourfully," and to "choose their colour." This reinforces the brand's central theme in an active, engaging way.
• •Keep it Simple and Sincere: The brand's strength is in its authenticity. Avoid overly corporate or salesy language. The copy should feel as relaxed and genuine as the clothes themselves.

Social Perception

Positive, as a purveyor of stylish, comfortable, and vibrant apparel well-suited to a relaxed, outdoor lifestyle. Perceived as authentic, connected to beach culture (Bondi), contemporary, and effective in building community.

Copy Examples

• •(Instagram Post): (Image of a person smiling, wearing a colourful hoodie on a beach at sunset) Caption: "Chasing sunsets in our new [Product Name] hoodie. That feel-good fit for golden hour. ✨ #ColourClub #FeelGoodFits #LifeInFullColour"
• •(Website Product Description): "Meet your new favourite tee. Made from ultra-soft cotton with a relaxed fit, it’s designed for those long, lazy weekends and spontaneous adventures. Because feeling good should be this easy."
• •(Email Newsletter Subject Line): "A pop of colour for your wardrobe 🎨" (Body): "Hey [Customer Name], ready to brighten up your day? Our latest drop of limited edition caps is here, just in time for sunnier days ahead. Find your perfect shade and embrace the good vibes."
• •(TikTok Video Concept): A fast-paced montage of different people wearing Colour Club hats and hoodies in various everyday situations (grabbing coffee, walking a dog, laughing with friends). On-screen text: "Your daily dose of feel-good." Sound: An upbeat, trending indie-pop song.
• •(Facebook Ad): (Carousel ad showcasing different colored caps) Headline: "Find Your Colour. Find Your Vibe." Body: "Designed in Bondi for embracing life in full colour. Our limited edition caps are made for feel-good moments. Shop the collection now and get free shipping on orders over $50."