Brand Tone

Friendly and Approachable, Positive and Upbeat, Playful and Energetic, Authentic and Down-to-Earth, Casual and Relaxed

Brand Values

• •Comfort: Designing clothes that are easy and enjoyable to wear.
• •Individuality and Self-Expression: Encouraging wearers to stay true to you.
• •Positivity and Joy: Aiming to make customers feel good and spread happiness.
• •Authenticity: Creating genuine designs that reflect a relaxed lifestyle.
• •Quality: Using good quality fabrics.
• •Australian Lifestyle: Celebrating a laid-back, vibrant way of life.
• •Ethical Considerations: Valuing fair trade practices and environmentally conscious production.

Best Practices

• •Embrace Positivity: Use upbeat, optimistic, and cheerful language. Incorporate words like 'happy,' 'joy,' 'vibrant,' 'bright,' 'love,' and 'dream.'
• •Keep it Casual and Conversational: Write as if you're talking to a friend. Use contractions, approachable language, and avoid overly formal or technical jargon.
• •Highlight Comfort and Lifestyle: Consistently mention the comfort, relaxed fit, and suitability for an everyday, casual lifestyle.
• •Inject Energy with Color and Fun: Use descriptive words that evoke the brand's colorful palette and playful designs. Don't be afraid to use emojis that align with the brand's vibe (e.g., ✨, 🌈, 😊, ✌️).
• •Stay Authentic and Relatable: Speak directly to the customer's desire for easy, stylish, and feel-good clothing. Reference the Australian roots and the brand's commitment to individuality.

Social Perception

Loved for Comfort and Style, Mood-Boosting, Go-To for Casual Wear, Distinctive and Recognizable, High Quality, Australian Owned and Designed

Copy Examples

• •Headline: Your Daily Dose of Happy! ✨ Slip into Hammill & Co comfort and let the good vibes roll. Body: Crafted for colour lovers and comfort seekers, our latest collection is all about easy-wear pieces that spark joy. Think super-soft sweats, vibrant tees, and those signature Hammill & Co details you adore. Live bright, feel good!
• •Headline: Weekend Uniform: Sorted! ✅ Hammill & Co – Effortlessly Cool, Seriously Comfy. Body: Lazy brunches, coastal strolls, or just chilling at home? Our relaxed fits and feel-good fabrics are made for it all. Discover Aussie-designed casual wear that’s as unique and vibrant as you are. #HammillAndCo #ComfortIsKey
• •Headline: Chase Rainbows & Dreams 🌈 New Hammill & Co drops are here to brighten your day! Body: Infuse your wardrobe with a splash of colour and a sprinkle of positivity! Our vintage-inspired sweats and tees feature bold prints and uplifting messages, designed in Melbourne to make you smile. Shop the happiness!
• •Headline: Authentically You. Authentically Hammill & Co. ✌️ Body: Forget fashion rules, embrace your style! Hammill & Co is all about celebrating individuality with comfy, laid-back pieces that let your personality shine. From our signature slouchy fits to eye-catching graphics, wear what makes you feel amazing. #AussieStyle #BeYou
• •Headline: More Than Just Clothes, It's a Vibe! 😎 Experience the Hammill & Co Lifestyle. Body: It’s about feeling good from the inside out. Our designs are infused with the carefree spirit of the Australian lifestyle – perfect for everyday adventures and cozy moments. Join the Hammill & Co family and wear your happy! #GoodVibesOnly #CatHammill