Brand Tone

Elegant & Sophisticated, Natural & Authentic, Informative & Passionate, Timeless & Enduring

Brand Values

• •Quality Craftsmanship
• •Sustainability & Nature
• •New Zealand Heritage
• •Authenticity & Transparency
• •Comfort & Timeless Style

Best Practices

• •Emphasize "Natural Luxury": Consistently use language that evokes both the natural origins of the materials (e.g., "pure," "wild," "earthy," "sustainable") and their high-quality, luxurious feel (e.g., "exquisite," "refined," "crafted," "timeless").
• •Highlight New Zealand Origin & Authenticity: Regularly mention "New Zealand made," "New Zealand fibres," and the unique environmental context. Referencing the Fernmark can add credibility.
• •Focus on Benefits & Sensorial Experience: Describe not just what the products *are*, but how they *feel* and the benefits they offer – warmth, softness, comfort, durability, timeless style. Use evocative adjectives.
• •Educate Gently: Share insights about the unique fibres (Merinosilk, Cervelt, possum) and sustainable practices in an informative but accessible way, reinforcing the brand's expertise and values without being overly technical.
• •Maintain Visual & Verbal Harmony: Ensure the copywriting tone aligns with the brand's visual identity (elegant, natural imagery). Use a sophisticated yet approachable vocabulary that resonates with a discerning customer seeking quality and sustainability.

Social Perception

High-Quality & Luxurious, Sustainable & Ethical, Warm & Comfortable, Authentically New Zealand, Investment Pieces, Positive Customer Service

Copy Examples

• •Kapeka: Embrace the wild elegance of New Zealand. Crafted by nature, designed for life. Discover knitwear that weaves together the purest New Zealand fibres with timeless design. Each Kapeka piece is an investment in sustainable luxury and enduring comfort. Feel the difference of nature's finest.
• •Fashioned by Nature. Our Merinosilk™ collection blends the unique softness of merino with the incredible warmth of possum down, an initiative that also helps protect New Zealand’s precious forests. Wrap yourself in sustainable luxury. #KapekaNZ #SustainableFashion #MadeInNZ #NaturalFibres
• •Experience the 'Diamond of Luxury Fibres'. Our Cervelt™ scarf, crafted from the exceptionally fine down of New Zealand red deer, offers unparalleled softness and lightweight warmth. A rare indulgence, ethically sourced and exquisitely made in New Zealand.
• •Discover Timeless Warmth: Your Kapeka Winter Essentials. As the seasons turn, find solace in the enduring comfort of Kapeka. Our latest collection, born from New Zealand's natural splendour, offers sustainable warmth and timeless style to accompany you through the cooler months and beyond.
• •For over two decades, Kapeka has been synonymous with New Zealand's finest knitwear. We believe in fashion that endures, in harmony with nature. From the careful sourcing of our unique natural fibres to the hands of our skilled artisans, every garment tells a story of quality, heritage, and a deep connection to the land.