Brand Tone

practical, clever, friendly, with a distinct Australian character, direct, benefit-driven, humorous, authoritative, and approachable

Brand Values

• •Innovation and Clever Engineering
• •Comfort and Convenience
• •Quality and Durability
• •Customer-Centricity
• •Authentic Australian Identity

Best Practices

• •Embrace the Aussie Voice: Use a friendly, direct, and slightly humorous tone. Incorporate Australian slang where it feels natural to reinforce the brand's authentic identity and connect with the target audience.
• •Lead with the Problem, Solve with the Product: Start by acknowledging a common camping frustration (the "pain point") and immediately present the Joolca product as the clever, no-fuss solution.
• •Highlight "Better Than Clever" Engineering: Don't just list features. Explain why a feature exists and how its thoughtful design makes life easier for the user.
• •Show, Don't Just Tell, the Benefit: Use powerful, evocative language that focuses on the feeling and the outcome—comfort, freedom, luxury, and convenience in the wild.
• •Leverage Social Proof and Trust: Integrate customer testimonials and high ratings into copy to build confidence. Always reinforce trust-building values like money-back guarantee, free returns, and excellent customer support in your messaging.

Social Perception

Overwhelmingly positive. Customers consistently praise the brand for its innovative, game-changing products (HOTTAP, Ensuite tents) which bring comfort to outdoor living. Products are perceived as reliable and high-quality, and customer service receives high praise. Minor criticisms exist regarding durability in extreme off-road conditions for some products.

Copy Examples

• •Cold showers and dodgy toilet runs? That's old news. The Joolca HOTTAP & Ensuite system brings a slice of home to the middle of nowhere. Engineered by Aussie brothers to make your adventure about the views, not the hassle. Get clean, get comfortable.
• •You don't have to choose between epic scenery and a hot shower. With the Joolca HOTTAP, you get both. Sets up in minutes, hot water in seconds. It’s the one bit of gear you’ll wonder how you ever camped without.
• •Privacy is priceless. Our Ensuite tent pops up in seconds, giving you a proper space for our game-changing GottaGo toilet or a steamy hot shower. No more awkward tree-squatting or towel-juggling. You're welcome.
• •Join thousands of Aussies who've upgraded their off-grid experience. From the clever design of our no-smell GottaGo toilet to the endless hot water from the HOTTAP, every Joolca product is built to just work. No fuss, just freedom.
• •Tired of convincing the family that "it's fun" to wash in a cold creek? Make every trip a winner with Joolca. Hot water for the dishes, a private shower tent for everyone, and the comfort to stay out longer. Shop now with our 30-day trial.