Brand Tone

Artisanal, whimsical, and heartfelt. It is deeply personal, warm, and emotional, emphasizing uniqueness, nostalgia, and celebrating life's key moments through descriptive language rather than corporate jargon.

Brand Values

• •Handmade Craftsmanship
• •Personalization & Celebration
• •Timeless & Natural Design
• •Community & Generosity

Best Practices

• •Always Lead with Emotion, Follow with Detail: Start with the feeling the product evokes ("whimsical," "keepsake," "celebration") before listing the features (timber type, rope options, dimensions). Customers are buying a feeling first.
• •Emphasize the Maker: Regularly mention that the products are made "by Hayley" or "handmade in our Victorian studio." This reinforces the artisanal value and builds a personal connection that larger brands cannot replicate.
• •Use Storytelling Keywords: Consistently use words and phrases that align with your core identity: Heirloom, Bespoke, Keepsake, Unplugged, Simpler Times, Handmade with Love, Timeless, Whimsical, Personalized.
• •Frame Products Around Milestones: Write copy that connects products to specific life events. Instead of "Buy a Swing," use phrasing like "The Perfect Newborn Gift" or "A Unique Wedding Keepsake." This helps the customer visualize the product in their own life story.
• •Maintain a Generous and Kind Voice: Your tone should always be warm, approachable, and helpful. Phrases like "We love to hear from our customers" should be present across the website and in any communication. This aligns with the demonstrated brand value of generosity.

Social Perception

Perceived as a high-quality, aspirational artisan brand with a heart. It is seen as a talented creator of desirable, "dream" items within the interior design and architecture space, recognized for its quality e-commerce, and valued as a positive community member due to its philanthropic activities.

Copy Examples

• •Made for dreaming. ✨ Our handmade timber swings are more than just a seat—they're a place for quiet moments and future memories. Personalized with your little one's name, it becomes a timeless heirloom for your family to cherish. Crafted with love by Hayley, right here in country Victoria.
• •Hold onto the seasons. Our beautiful, personalized flower presses are designed for the modern naturalist. Press blooms from your garden, a special bouquet, or a walk in the woods. A perfect keepsake gift that turns fleeting moments into lasting art. Engrave a name or a special date to make it uniquely yours.
• •Heirlooms for an Unplugged Childhood. In a fast-moving world, our bespoke swings and whimsical decor are a gentle nod to simpler times. Discover handmade pieces, personalized for the ones you love.
• •Hello again from Fibreshack! We hope the keepsake you chose is bringing joy to your home. As the seasons change, we're busy creating new pieces by hand in our little studio. From macrame wall hangings to our classic timber swings, each item is made with the same love and care. Thank you for supporting our dream.
• •Headline: Personalized Timber Swings | Fibreshack Description: Beautiful, handmade swings for nurseries, weddings & photoshoots. Crafted in Australia. A timeless keepsake gift. Order your custom piece today.