Brand Tone

Aspirational, mindful, and authentic; friendly and personal, yet sophisticated in its simplicity. The language is evocative and often poetic, aiming for emotional connection. It is confident but gentle, avoiding aggressive sales language, favoring storytelling, and sharing a lifestyle, with a hint of a "cheeky" and "witty" tone.

Brand Values

• •Sustainability & Regeneration
• •Ethical Manufacturing
• •Slow Living
• •Authenticity & Community
• •Quality & Timelessness

Best Practices

• •Lead with Emotion, Support with Facts: Start with the feeling —the sun, the salt, the slowness. Then, support it with the tangible facts of your sustainable and ethical practices (e.g., "soft as a feather" followed by "ethically craft[ed] from regenerated plastic waste").
• •Use Sensory and Evocative Language: Words like "feather-soft," "sun-drenched," "salty dips," and "cool sand" create a powerful mental image and connect the customer to the brand's world.
• •Embrace the "Slow" Narrative: Consistently use terms like "slow fashion," "timeless," "season-less," and "forever pieces" to reinforce your brand's position against fast fashion and to justify the premium quality and price point.
• •Maintain a Personal and Relatable Voice: Continue sharing the founders' story and the "why" behind the brand. Use "we" and "you" to create a sense of community and direct connection. The story of two mothers juggling life and business is a powerful and authentic narrative.
• •Be Transparent and Confident: When discussing sustainability and ethics, be direct and clear about your materials (ECONYL ®, Japanese Linen) and practices (carbon offsetting, ethical partnerships). This transparency builds trust and is a key differentiator that your target audience values.

Social Perception

Overwhelmingly positive, positioning it as a premium, niche brand for the conscious consumer. Customers perceive it as high-quality, comfortable, and trustworthy. The broader market recognizes it as an authentic player in the sustainable fashion space, an Australian ethical swimwear label whose tangible actions lend it credibility. It is perceived as a brand for individuals valuing style, comfort, and environmental responsibility, willing to invest in pieces aligned with their values.

Copy Examples

• •Some mornings are for quiet reflection. For the feeling of cool sand and the gentle sound of the waves. It ’s in these slow moments that we find our energy. This is the feeling we stitch into every piece. #SlowLiving #RawXSalt
• •Meet the Sundial top. Crafted from feather-soft regenerated nylon that feels like a second skin, it ’s designed for ocean dips and sun-drenched naps. With a timeless cut and seamless finish, it ’s a piece made to journey with you through countless summers. Mindfully made, for your moments of sunshine.
• •Just a little sunshine for your inbox... We believe that nature is the ultimate luxury. That ’s why our latest collection is inspired by the soft, golden light of a late afternoon by the sea. These are pieces made for comfort, for freedom, and for celebrating the simple joys. Explore the new collection and find your forever piece.
• •More than swimwear. A way of living. | Ethically Crafted. Softly Sustainable. Timelessly Designed.
• •We 're Em and Olly, business besties running on caffeine, saltwater, and a shared belief: we can do better. Raw X Salt was born from our love for the ocean and a desire for fashion that is fair, kind, and considerate. It's a little piece of our sun-filled, chaotic, and beautiful life, shared with you.