Brand Tone

Sophisticated, artistic, serene, sensual, earthy, authentic, minimalist, and intentional.

Brand Values

• •Artisanal Craftsmanship
• •Design Integrity
• •Connection to Nature
• •Quality & Longevity
• •Collaboration

Best Practices

• •Use an Evocative, Sensory Vocabulary: Employ words that relate to texture, color, light, and emotion ("sensual," "scorched tones," "sun-bleached," "tactility") to immerse the audience in the brand world.
• •Anchor the Narrative in Australia: Consistently reference the Australian landscape as the source of inspiration. This is a key differentiator and adds authentic storytelling depth.
• •Maintain Visual Harmony: Ensure all visuals (photography, graphics) align with the serene, earthy, and minimalist aesthetic. The look should always feel curated, calm, and sophisticated.
• •Highlight the "Who" Behind the "What": Regularly mention the founders, Fiona Spence and Wanda Jelmini, and the artistic collaboration with Luke Sciberras. This reinforces the values of expertise, design integrity, and artistry.
• •Communicate the "Why": Beyond describing the product, always explain its purpose and inspiration. Whether it's to create a "contemporary Australian aesthetic" or to be "lived with and loved," the reason behind the design should always be present.

Social Perception

Perceived as a luxury, niche, and design-forward brand, offering an aspirational yet accessible lifestyle of informal elegance.

Copy Examples

• •The tones of a scorched landscape, the shifting light of dawn. Our Bilpin Throw is more than a layer of warmth; it's a piece of the Australian earth, crafted for your home. Wrap yourself in a story.
• •Innate Collection: Forging a Contemporary Australian Aesthetic. Where the raw beauty of the landscape is woven into every thread. Discover textiles designed to be lived with, layered, and loved.
• •Inspired by the sun-bleached textures of the Northern Territory. Each cushion in our Territory Collection balances tone, tactility, and story, bringing an innate sense of connection to your contemporary interior.
• •The Art of Informal Living. Bring Home the Innate Collection.
• •We believe in a conversation with the land itself. Our textiles are born from this dialogue a collaboration between world-class designers, master craftspeople, and the wild, paradoxical beauty of Australia.