Brand Tone

Relaxed and Reassuring, Friendly and Approachable, Practical and Solution-Oriented, Stylish and Modern

Brand Values

• •Practicality and Convenience
• •Family and Pet-Friendly
• •Quality and Durability
• •Australian Identity
• •Sustainability
• •Intentional Living/Thoughtful Design
• •Community

Best Practices

• •Embrace "No Worries Living": Infuse this core mantra into messaging. Use relaxed, positive, and reassuring language that alleviates common household concerns related to cleanliness and durability.
• •Speak the Language of Real Life: Reference everyday situations – kids playing, pets lounging, accidental spills – to create relatable content. Avoid overly formal or technical jargon.
• •Highlight Practical Benefits Simply: Clearly communicate the ease of use (machine washable, stain-resistant, two-part system) without overcomplicating the message.
• •Maintain an Australian Connection: Subtly weave in the brand's Australian roots and understanding of the local lifestyle, where appropriate, to build connection.
• •Balance Style with Functionality: Always showcase that practicality doesn't mean compromising on beautiful design. Use descriptive language that appeals to both the desire for a stylish home and an easy-to-maintain one.

Social Perception

Positively Perceived by Target Audience, Seen as Innovative, Good Customer Service, Trusted for Quality (mostly), Stylish and Aesthetically Pleasing

Copy Examples

• •Headline: Spills Happen. Stains Don't Have To. Body: Life’s messy, but your floors don’t need to show it. Our machine-washable rugs mean you can say 'yes' to movie night snacks on the floor and 'no worries' to muddy paws. Live beautifully, wash easily. #doubleonline #NoWorriesLiving
• •Headline: Finally, a Rug That Gets Your Family. Body: Kids? Pets? An active home? Bring it on. double.online rugs are designed for everything life throws their way. Stylish, durable, and oh-so-easy to clean. Just pop the top layer in the wash. Real life, real easy.
• •Headline: Red Wine 1, Rug 0? Not Anymore. Body: Enjoy those moments without the dread of spills. Our stain-resistant, machine-washable rugs are made for homes where life happens. Effortless style, effortless care. That's the Double difference.
• •Headline: Aussie Homes, Meet Your Perfect Rug. Body: Designed in Australia for the Aussie lifestyle. From coastal vibes to modern farmhouse, find a double.online washable rug that feels like home. Durable enough for the everyday, stylish enough for always.
• •Headline: Refresh Your Room, Not Your Worries. Body: Want a new look? Our interchangeable rug tops make it simple. Keep your trusty non-slip base, and swap in a new design or texture anytime. Smart, sustainable style for easy living.