Brand Tone

artistic, serene, and nature-inspired; creating a sense of high-quality, thoughtful design. The overall feeling is calm, sophisticated, and deeply connected to the Australian environment.

Brand Values

• •Nature as Inspiration
• •Sustainability and Ethics
• •Artistic Craftsmanship
• •Local Community
• •Timeless Style

Best Practices

• •Always connect the product back to its natural inspiration. Use descriptive and sensory language to evoke the Australian landscapes, flora, and fauna that are central to the brand.
• •Consistently use the phrase "wearable art" to elevate the perception of the products beyond simple clothing. This reinforces the brand's unique value proposition.
• •Regularly mention the use of natural fabrics, sustainable practices, and local, in-house manufacturing. This builds trust and appeals to conscious consumers.
• •Maintain a serene, elegant, and artistic tone. Avoid overly casual slang or aggressive sales language. The voice should mirror the tranquil beauty of the brand's designs.
• •Weave Harriet Calvert's personal journey and passion for photography and nature into the brand narrative. This adds authenticity and creates a stronger emotional connection with the audience.

Social Perception

a high-quality, niche, and artistic brand. It is seen as innovative for its unique concept and attracts a loyal and appreciative customer base. The brand is perceived as a premium, authentic Australian designer brand with a strong, nature-focused identity.

Copy Examples

• •Wear the wild. Our new Silver Princess Hemp Top is crafted from Harriet's stunning photography of the Australian bush. Feel the soft, breathable fabric and carry a piece of nature with you. #HarrietJaneDesigns #WearableArt #SustainableFashion
• •Where Nature and Fashion Collide. Discover our latest collection of silk and linen pieces, featuring original Australian nature photography. Ethically made in Byron Bay for timeless, effortless style.
• •Artfully designed, sustainably made. From the vibrant hues of a Lennox sunrise to the delicate details of a seaside meadow, our designs are born from nature. Explore our figure-friendly silhouettes in luxurious natural fabrics. Shop now.
• •Drape yourself in the sunset hues of the Stirling Ranges. This luxurious silk scarf features an original photograph by Harriet, capturing a fleeting moment of natural beauty. A timeless piece of wearable art, lovingly handcrafted in our Byron Bay studio.
• •New Arrivals: Inspired by Nature, Designed for You