Brand Tone

Authentic & Genuine, Rugged & Outdoorsy, Adventurous & Spirited, Proudly Australian, Quality-focused

Brand Values

• •Quality Craftsmanship
• •Authenticity & Heritage
• •Connection with Nature & Outdoors
• •Durability & Resilience
• •Australian Identity
• •Sustainability (implied)
• •Freedom & Adventure

Best Practices

• •Emphasize "Australian Made" Authenticity: Consistently highlight the Australian heritage, craftsmanship, and inspiration drawn from the local landscape and lifestyle. Use terms like "Handcrafted in Australia," "Aussie spirit," "Outback-proven."
• •Focus on Durability and Quality Materials: Stress the longevity of the products, the quality of the natural materials (especially leathers like kangaroo), and practical features like UPF protection and water resistance.
• •Evoke a Sense of Adventure and Freedom: Use language that inspires exploration, travel, and a connection with the outdoors. Appeal to the "spirited adventurer" and "outdoor lover."
• •Maintain a Confident and Genuine Voice: The tone should be proud of its roots and the quality it delivers, without being arrogant. It should feel honest and down-to-earth, reflecting the rugged nature of the products and the Australian character.
• •Use Storytelling: Share the brand's history (since 1969) and the stories the products are designed to be a part of. Create narratives around the "wild Aussie landscapes" and how Jacaru hats are companions for life's adventures, connecting generations.

Social Perception

Customers generally appreciate the quality, durability, comfort, and style. Seen as a genuine Australian brand, particularly for its leather hats. Durable & Long-lasting products. Functional & Protective: Valued for sun protection (UPF50+) and suitability for various weather conditions.

Copy Examples

• •Headline: Built for the Wild. Crafted for Generations. Body: Since 1969, Jacaru Australia has been handcrafting headwear from the finest local materials, tough enough for the Aussie outback, stylish enough for any adventure. Discover your story. #JacaruAustralia #HandcraftedHeritage
• •Headline: More Than a Hat. It's a Piece of Australia. Body: Feel the spirit of the land Down Under. Our kangaroo leather hats are more than just protection from the elements; they’re a testament to Australian craftsmanship and a companion for your every journey. Lightweight, durable, distinctively Jacaru. #AuthenticallyAustralian #KangarooLeather
• •Headline: Adventure-Ready. Outback-Proven. Body: From sun-drenched coasts to rugged mountain trails, your Jacaru hat is designed to endure. With UPF50+ protection and materials that breathe with you, explore confidently. Where will your Jacaru take you? #ExploreWithJacaru #MadeForOutdoors
• •Headline: The Legacy of Leather. The Spirit of Adventure. Body: Each Jacaru hat tells a story of wild landscapes and timeless quality. Handcrafted with passion since '69, our hats are built to be part of your adventures for years to come. Experience the Jacaru difference. #JacaruSpirit #TimelessQuality
• •Headline: Your Journey. Our Craft. Unmistakably Australian. Body: We believe in quality that lasts and a connection to the land we call home. Our hats are handcrafted to inspire powerful connections with the Australian outdoors, uniting people across generations. Join the Jacaru tribe. #AustralianMade #OutdoorLovers