Brand Tone

Friendly and Approachable, Helpful and Supportive, Enthusiastic and Passionate, Confident and Knowledgeable, Relatable and Down-to-earth, Slightly Playful/Humorous

Brand Values

• •Innovation and Quality Engineering
• •Customer Focus and Support
• •Bringing Home Comforts Outdoors
• •Adventure and Outdoor Lifestyle
• •Family Business Values
• •Australian Heritage
• •Ease of Use and Convenience

Best Practices

• •Embrace the "Aussie Mate" Persona (Authentically): Use friendly, approachable language. Incorporate Australian colloquialisms where appropriate and natural (e.g., "G'day," "No worries"). This should feel genuine, reflecting the family-owned, down-to-earth nature of the brand.
• •Prioritize Helpful, Enthusiastic Support in all Comms: Whether it's a product description, an email response, or a social media comment, always aim to be genuinely helpful and share enthusiasm for the customer's outdoor pursuits. Mirror the brand's excellent customer service reputation in all written content.
• •Focus on Benefits and Solutions, Not Just Features: While the engineering is important, translate technical features into tangible benefits for the camper (e.g., "more time exploring, less time setting up", "hot showers mean happier multi-day trips"). Show how Joolca solves common outdoor pain points.
• •Show, Don't Just Tell, the Adventure: Use vivid language and storytelling to paint a picture of the enhanced outdoor experiences Joolca enables. Leverage user-generated content and testimonials to showcase real-world applications and satisfaction.
• •Maintain a Confident, Knowledgeable, Yet Humble Voice: Be proud of the product's quality and innovation, but avoid overly technical jargon for general marketing. Ground the confidence in the product's proven performance and the company's engineering expertise, always remembering the customer's adventure is the ultimate goal.

Social Perception

Highly Regarded for Product Quality and Innovation, Excellent Customer Service, Trustworthy and Reliable, Makes Camping More Accessible and Enjoyable, Premium Product (with a corresponding price), Growing Brand with Global Reach, Responsive to Feedback, Occasional Criticisms

Copy Examples

• •Headline: Stop Dreaming About a Hot Shower Off-Grid. Start Having One. Body: The Joolca HOTTAP turns any campsite into your personal ensuite. Engineered in Australia for rugged adventures and ultimate comfort. Easy setup, endless hot water – because the wild is better when you’re refreshed. #JoolcaComfort #AdventureReady
• •Headline: Muddy Trails? Sandy Paws? No Worries, Mate! Body: Your Joolca HOTTAP isn’t just for showers. Rinse gear, wash dishes, or even give the dog a warm bath, miles from anywhere. Portable, powerful, and ready for whatever your adventure throws at it. What will you HOTTAP?
• •Headline: Family Camping Just Got an Upgrade. (You Can Thank Us Later.) Body: Happy campers are clean campers. With Joolca’s instant hot water and easy-to-use ensuite solutions, you can bring the whole tribe on your next escape, without sacrificing comfort. More smiles, less "are we there yets?"
• •Headline: Engineered for the Outback. Loved Everywhere. Body: Born from Aussie ingenuity and a passion for the great outdoors, Joolca products are built tough and designed smart. From the smallest HOTTAP detail to our responsive customer support, we’re here to make your adventures epic. Experience the Joolca difference.
• •Headline: Your Off-Grid Oasis Awaits: Introducing the Joolca GottaGo! Body: Comfort and convenience, even when nature calls. The new Joolca GottaGo portable toilet brings home-level sanitation to your campsite. Thoughtfully designed, easy to use, and built for the wild. Because every part of your adventure should feel good. #JoolcaGottaGo #CampInComfort