Brand Tone

Protective, caring, proudly Australian, expert, trustworthy, friendly, and fun.

Brand Values

• •Sun Safety
• •Quality and Durability
• •Australian Made
• •Customer-Centricity
• •Heritage and Experience

Best Practices

• •Lead with Protection, Follow with Fun: Always start the copy by reinforcing the core value of sun safety (UPF 50+, "Don't Bake Your Kids"). Then, transition to the fun, adventurous aspects of the brand (colorful designs, animal characters, beach play).
• •Champion "Australian Made": Consistently include the "Australian Made" or "Made in Australia" message. It’s a powerful point of difference and a key part of the brand’s identity and value proposition.
• •Leverage the Legacy: Regularly mention the brand's 30+ year history. This builds trust and positions Ozi Varmints as an expert, not just another trend-based company.
• •Adopt a "Helpful Expert" Voice: In all communications, from social media replies to product descriptions, maintain a tone that is not just friendly but also informative and reassuring, like the expert fitting advice offered in-store.
• •Let the Characters Shine: Give the "Varmint" characters a personality. Use them in storytelling and visual content to create a playful and memorable connection with both parents and children, reinforcing the fun side of the brand identity.

Social Perception

Highly trusted, valued for exceptional customer service, reliable, high-quality, and authentically Australian.

Copy Examples

• •Aussie adventures, sun-safe and bright! ☀️ Our 'Roo' rashie is designed and made right here in Australia, with UPF 50+ protection to keep your little varmint safe while they create their next masterpiece. Play on, worry-free. #OziVarmints #AustralianMade #SunSafeSwimwear #BeachKids
• •Over 30 Years of Sun-Safe Fun. From the Sydney Olympics to your family's beach day, Ozi Varmints has been proudly protecting Australian kids with quality, locally-made swimwear. Trust in three decades of expertise.
• •Meet the whole gang! 🐊🐨 Which Ozi Varmint will join your family's adventures? Each swimsuit is crafted with vibrant, durable UPF 50+ fabric to make every splash a safe and stylish one. Shop the Australian-made collection now!
• •Hi [Parent's Name], When you choose Ozi Varmints, you're choosing more than just a pair of swimmers. You're choosing 30 years of Australian expertise in sun protection. You're choosing quality that lasts through countless cartwheels and cannonballs. You're choosing to keep their delicate skin safe. Don't just bake, protect. Explore our new arrivals.
• •Ultimate playtime armor! This All-In-One Zip Swimsuit is the perfect companion for non-stop beach explorers. Made with pride in Australia, its UPF 50+ fabric provides maximum coverage from harmful rays, while the easy-access front zip means less time wrestling with wet swimmers and more time for fun. Durable, comfortable, and adventure-ready.