Brand Tone

authentic, relatable, and humorous

Brand Values

• •Industry Pride
• •Authenticity & Experience
• •Humor & Resilience
• •Community
• •Quality

Best Practices

• •Speak the Language: Continue using authentic Australian slang and industry-specific terminology. Words like "stoked," "mate," and references to machinery create an immediate connection with the target audience.
• •Celebrate the Operator: Frame the copy around the skill, pride, and lifestyle of the heavy equipment operator. The product is secondary to the identity it represents. The focus should be on the person, their work, and their passion.
• •Balance Pride with Humor: Maintain the mix of celebrating the hard work and "taking the piss." This reflects the reality of job site culture—serious, skilled work balanced with camaraderie and laughter.
• •Show, Don't Just Tell: Use the powerful visuals of machinery from your YouTube and social channels to complement the copy. Let the impressive equipment and action shots provide the "wow" factor, while the copy builds the personal, human connection.
• •Engage Like a Mate: In all communications, from ad copy to customer service responses, maintain a friendly, peer-to-peer tone. Avoid overly corporate or formal language. Responding to comments and reviews with personalized, informal language reinforces the brand's community value.

Social Perception

The public and customer perception of Earthmoving Downunder is overwhelmingly positive. Customers consistently praise the quality of the merchandise, with reviews noting items are "far better than expected" and "awesome quality." The brand is perceived as being "for the operators," creating a strong sense of loyalty. The designs and slogans are a key draw, with customers expressing that they are "pumped" and "so so happy" with their purchases. This positive sentiment is reinforced by the brand's active and appreciative responses to customer feedback, often using the same informal and friendly tone as their customers.

Copy Examples

• •On-Site Style. Off-Site Comfort. You spend 40+ hours a week in the driver's seat. Look the part with gear that’s as tough and reliable as your machine. Built by operators, for operators. Shop the new collection now.
• •There are good passes, and then there are perfect passes. This one’s for the kings of the final trim, the artists of the blade. Made from premium, durable cotton that’s comfortable enough for the longest days on site and sharp enough for the pub afterwards. Wear your skill with pride.
• •Subject: Your Weekend Uniform is Here Body: The high-vis comes off, but the pride doesn't. Whether you’re hitting the beach or firing up the barbie, our new line of hoodies and tees are made for some serious downtime. Rep the life you love, even when you're off the clock.
• •Video: Quick cuts of massive earthmoving machinery in action, set to a trending, high-energy audio track. The final shot is someone wearing the "Make Diesel Great Again" hat and giving a nod. On-screen text: Some people hear noise. We hear a symphony. #earthmoving #constructionlife #heavymachinery
• •Headline: Wear Your Work. Sub-headline: From the job site to the weekend, our gear is inspired by the grit and pride of the earthmoving life. Free shipping on orders over $150.