Brand Tone

Caring & Reassuring, Joyful & Playful, Stylish & Confident, Trustworthy & Quality-Focused, Family-Oriented & Relatable

Brand Values

• •Quality
• •Child Safety & Well-being
• •Age-Appropriateness
• •Sustainability & Eco-consciousness
• •Customer Satisfaction
• •Australian Design & Family-Owned
• •Confidence & Joy

Best Practices

• •Always Prioritize the "Why": Remind yourselves of the core mission – providing age-appropriate, sun-safe, stylish, and high-quality swimwear that makes both girls and parents happy. Let this "why" infuse all communication.
• •Speak to Both Audiences (Implicitly and Explicitly): While the end-user is the child/teen, the purchaser is often the parent. Address parental concerns (safety, quality, appropriateness) while exciting the child with style and comfort. Use language that resonates with both.
• •Emphasize Benefits, Not Just Features: Instead of just saying "UPF 50+," say "Worry-free play under the sun with UPF 50+ protection." Connect features to the emotional and practical benefits for the family.
• •Maintain a Positive and Uplifting Voice: Focus on joy, confidence, adventure, and the beauty of childhood. Even when addressing practical aspects like durability, frame it in the context of enabling more fun.
• •Visual-Verbal Harmony: Ensure the language used in copy consistently matches the bright, clean, and joyful aesthetic of the brand's photography and visual identity. The words should feel like a natural extension of the images.

Social Perception

Positive, Trusted for Sun Safety, Solves a Problem, High-Quality Investment, Associated with Joyful Childhood

Copy Examples

• •Headline: Sun-Kissed & Safe: Swimwear That Lets Her Shine! Body: Adventure awaits! Our UPF 50+, eco-friendly swimwear is designed in Australia for unstoppable girls. Beautiful styles she’ll love, with the quality and coverage you trust. Dive in! #FernleighAvenue #GirlsSwimwear #SunSafeStyle Tone: Joyful, Reassuring, Stylish
• •Headline: Finally! Tween Swimwear You BOTH Agree On. Body: She wants the latest trends. You want her comfortably covered and protected. At Fernleigh Avenue, we get it. Discover our collection of age-appropriate, confidence-boosting swimwear made for making memories. #TweenStyle #ParentApproved #MadeForSummer Tone: Relatable, Understanding, Confident
• •Headline: Quality That Keeps Up With Her Adventures. Body: From cartwheels on the sand to fearless dives, our durable, chlorine-resistant swimwear is built to last. Crafted with eco-friendly fabrics and UPF 50+ protection, because every splash should be carefree. #BuiltToLast #EcoFriendlySwim #FernleighAdventure Tone: Quality-Focused, Trustworthy, Playful
• •Headline: Designed by a Mum, Loved by Mums & Daughters. Body: As a family-owned brand, we pour our hearts into every design. We believe in swimwear that’s as special as she is – offering sun safety, superb comfort, and styles that celebrate her spirit. #FamilyOwned #AustralianDesigned #SwimWithLove Tone: Caring, Family-Oriented, Authentic
• •Headline: Make a Splash, Responsibly. Body: Feel good in and out of the water! Fernleigh Avenue swimwear is crafted from eco-friendly materials, ensuring we protect the beautiful planet our little adventurers love to explore. Style with a conscience. #SustainableSwimwear #ProtectOurPlanet #EcoChic Tone: Eco-conscious, Responsible, Stylish