Brand Tone

Enthusiastic and Passionate, Adventurous and Aspirational, Community-Focused, Australian Pride, Friendly and Approachable, Performance-Oriented

Brand Values

• •Passion for Fishing and Outdoors
• •Quality and Performance
• •Community
• •Lifestyle
• •Australian Identity
• •Adventure and Freedom

Best Practices

• •Embrace the Aussie Vernacular (Authentically): Use relatable Australian slang or phrases where appropriate and natural, reinforcing the brand's origin without overdoing it. Keep it genuine to the fishing community.
• •Focus on the "Why" (Passion & Lifestyle): Beyond product features, always connect back to the passion for fishing, the thrill of adventure, and the joy of the outdoor lifestyle. Use aspirational language that evokes emotion.
• •Keep it Enthusiastic and Positive: The language should reflect excitement for the sport and the experiences it offers. Avoid overly technical or dry descriptions unless detailing specific material benefits.
• •Foster Community through Language: Use inclusive terms ("fellow anglers," "our community"), ask questions to encourage engagement, and feature user stories/testimonials in your copy where possible.
• •Be Clear and Action-Oriented: While being aspirational, ensure calls to action are clear, and product benefits (like sun protection, breathability) are communicated directly so customers understand the practical value.

Social Perception

Positive and Engaged, Authentic, Reliable (for gear), Niche but Respected

Copy Examples

• •That weekend feeling! ☀️🎣 Sun up, lines out, and livin' the life we love. Our performance fishing shirts are built for days like these – breathable, sun-safe, and Aussie-tough. Where are you casting a line this weekend? Tag #jackfishco to share your adventure! #AustralianOwned #FishingLife #PerformanceGear #GetOutdoors
• •Gear Up for Your Next Epic Catch! 🇦🇺 Jackfish performance apparel is designed by Aussie anglers, for Aussie anglers. From sun-protective fishing shirts to comfortable headwear, we've got you covered. Swipe to explore the range and find your new favourite kit. Shop now and Live the Life You Love! #JackfishAustralia #FishingApparel #SunSafe #AdventureReady
• •JACKFISH: Performance Fishing Apparel. Designed in Australia. Built for Adventure. Live the Life You Love. Shop Now.
• •Meet the new [Shirt Name] Performance Fishing Shirt – your ultimate companion for long days on the water. Crafted with our signature breathable, UPF50+ fabric, this Aussie-designed shirt keeps you cool, protected, and focused on the thrill of the catch. Featuring [mention a specific feature, e.g., moisture-wicking tech, unique print], it’s more than just apparel; it’s a part of your next adventure. Join the Jackfish community and fish in comfort and style. #BuiltForFishing #AustralianDesign #PerformanceTested
• •Reel Talk: Your Next Adventure Starts with Jackfish Gear! G'day [Customer Name], The water's calling! At Jackfish, we're all about equipping you for those unforgettable moments – the early morning casts, the battles with a trophy fish, and the shared stories with mates. Our latest collection of Australian-designed performance fishing apparel is here to ensure you do it all in comfort and style...