Brand Tone

Proud & Celebratory, Joyful & Vibrant, Story-driven & Educational, Ethical & Conscious, Approachable & Engaging

Brand Values

• •Cultural Celebration & Respect: Deep passion for celebrating and sharing Aboriginal culture, stories, people, and connection to Country.
• •Economic Empowerment: Creating economic opportunities for Aboriginal artists and communities. This includes fair licensing agreements and payment for artists.
• •Ethical Production: Commitment to ethically made garments in Australia, with ECA (Ethical Clothing Australia) certification for the final production stage.
• •Sustainability: Using natural fibers, water-based inks, minimizing waste by repurposing offcuts, using compostable packaging, and aiming for longevity in their products as an alternative to fast fashion. They are also pursuing B-Corp certification.
• •Authenticity & Transparency: Sharing the stories of the artists and the origin of the designs. Being transparent about their business practices.
• •Quality & Longevity: Creating high-quality garments designed to last.
• •Community & Collaboration: Working in long-term partnerships with artists and art centers. Engaging with their customer community.

Best Practices

• •Always Center the Artist and Their Story: Ensure copy consistently credits and highlights the Aboriginal artists and the cultural narratives behind the designs. This reinforces authenticity and respect.
• •Use Vibrant and Positive Language: Reflect the bold and joyful nature of the designs with energetic and celebratory words. Avoid overly academic or somber tones, even when discussing serious topics like cultural preservation; maintain an uplifting and empowering voice.
• •Emphasize Ethical and Sustainable Commitments: Weave in mentions of ethical production, natural materials, and sustainability efforts naturally within product descriptions and brand storytelling to reinforce these core values.
• •Foster a Sense of Community and Connection: Write in a way that invites dialogue and makes customers feel part of a community that values culture, art, and conscious consumerism. Use inclusive language.
• •Maintain a Proud and Confident Voice: Communicate with conviction about the brand's mission, the quality of the products, and the importance of Aboriginal art and culture. This reflects the "loud, proud, and unapologetic" ethos.

Social Perception

Positive & Admired, Culturally Significant, Ethical & Sustainable Leader, Empowering, Unique & Statement-Making

Copy Examples

• •Headline: Wear a Story. Embrace Culture. Body: Beyond fashion, each Magpie Goose piece is a vibrant narrative, hand-screen printed with the art of Aboriginal storytellers. Own a garment that speaks volumes. Ethically made, culturally rich. Call to Action: Discover the new collection.
• •Headline: Bold. Bright. Unapologetically You. Body: Step out in designs that celebrate thousands of years of Indigenous creativity. Our ethically crafted garments are made to make you feel strong, proud, and connected. Call to Action: Shop the look.
• •Headline: Fashion with Impact. Threads with Purpose. Body: Choosing Magpie Goose means supporting Aboriginal artists, sustainable practices, and a future where culture and enterprise thrive together. Feel good, look incredible. Call to Action: Learn about our impact.
• •Headline: More Than a Dress. It's a Conversation. Body: Each print tells a story, a connection to Country, a piece of living history. Our limited-edition collections, made from natural fibres, are designed to be cherished for years to come. Call to Action: Find your story.
• •Headline: The Art of Slow Fashion. The Soul of Australia. Body: We believe in clothing that lasts, in designs that matter, and in a process that honours people and planet. Discover wearable art that’s as conscious as it is captivating. Call to Action: Explore our sustainable journey.