Brand Tone

Authentic, rugged, aspirational, straightforward, unpretentious, proud of Australian roots, respectful of hardworking lifestyle, familial, and personal.

Brand Values

• •Durability and Quality
• •Authenticity and Heritage
• •Hard Work and Resilience
• •Community and Family
• •Passion for the Australian Lifestyle

Best Practices

• •Always Circle Back to "The Why": Every piece of copy should, in some way, connect back to the core brand story – the need for durable gear for hardworking Australians and their dogs. This reinforces the brand's authenticity.
• •Use an Authentic Australian Voice: Employ a tone that is relatable and genuine. Avoid overly corporate or polished language. Keep it straightforward, honest, and proud.
• •Highlight Durability and Quality: The tangible benefits of the products – their toughness, longevity, and high-quality materials – should be a consistent message across all platforms.
• •Celebrate the Customer: Feature user-generated content and testimonials prominently. Frame your customers as heroes who embody the brand's values.
• •Maintain a Consistent Visual and Verbal Language: The rugged, earthy visuals should always be paired with copy that reflects the same tone and values. This creates a cohesive and memorable brand identity.

Social Perception

Overwhelmingly positive, genuine, trustworthy, strong Australian identity, high satisfaction with durability and design, seen as 'by the people, for the people' within the rural and working communities.

Copy Examples

• •From the frosty pre-dawn starts to the last light, our new line of flannels is built for the Aussie spirit. Stitched with purpose, for the cool days and the colder beers. Layer up and get the job done. #Dawn2DuskAustralia #HardestWorkersInAus #AustralianMade
• •Our Riverina 2.0 collars aren't just built tough; they're a testament to the heart of the Australian working dog. With a unique 8-rivet system and stainless steel hardware, it's the only collar your best mate will ever need. 🐾 #Dawn2DuskDogs #WorkingDog #AustralianKelpie
• •Engineered for the shearing shed, the worksite, and everywhere in between. Our signature workshirt is crafted from a breathable but tough-as-nails cotton blend, designed to keep you comfortable from dawn until dusk. Because the work doesn't stop, and neither should your gear.
• •Trusted by the hardest workers on four legs. #D2Dstrong #AussieDogs #FarmLife
• •Built with backbone. Stitched with purpose. This isn't just apparel; it's a part of the Australian story. Shop the Winter Collection now.