Brand Tone

Authentic and Passionate, Down-to-Earth and Relatable, Craftsman-like and Knowledgeable, Proudly Australian, Customer-Focused and Appreciative

Brand Values

• •Quality Craftsmanship
• •Durability and Longevity
• •Functionality and Practicality
• •Authenticity and Heritage
• •Australian Made
• •Customer Satisfaction
• •Continuous Improvement
• •Sustainability

Best Practices

• •Stay True to Your Roots: Always circle back to the core story and values – family, craftsmanship, Australian made, durability. Let this authenticity shine through.
• •Speak Like a Craftsman, Not a Corporation: Use clear, direct language. Be knowledgeable and confident about your products and materials without resorting to jargon or overly polished marketing-speak. A touch of colloquial Aussie language can be appropriate when used genuinely.
• •Emphasize "Built to Last," Not "Trendy": Focus copy on the longevity, timeless design, and enduring quality of the products rather than fleeting trends. Highlight the investment aspect.
• •Show, Don't Just Tell (with a practical edge): While visuals are key, the copy should reinforce the practical benefits and solutions your products offer for everyday carry and use. Connect the craftsmanship to real-world utility.
• •Engage with Honesty and Humility: When interacting, especially on social media, maintain a down-to-earth, appreciative tone. Acknowledge feedback and celebrate your community. This builds on the "family business" feel.

Social Perception

Highly Trusted, Respected for Craftsmanship, Seen as an Investment, Authentic and No-Nonsense, Associated with Reliability, Proudly Australian Contributor

Copy Examples

• •Headline: Built by Hand. Backed by Life. Body: Your everyday grind deserves gear that doesn’t quit. At RMK, we handcraft every leather wallet, belt, and pouch right here in Australia, using full-grain leathers that get better with every mark and mile. This isn't just a purchase; it's a partner for the long haul.
• •Headline: Stop Replacing. Start Investing. Body: Tired of gear that falls apart? So were we. That’s why RMK Leather Works was born from a passion for creating truly durable, practical essentials. From our workshop on the Sunshine Coast to your daily carry, expect Aussie-made quality that’s built to endure.
• •Headline: The Last [Wallet/Belt/Pouch] You'll Need to Buy. (Probably.) Body: We're serious about making leather goods that stand the test of time. Using traditional skills and the best leathers we can find, each RMK piece is a testament to true craftsmanship. Carry smarter, not harder, with gear that’s as rugged and ready as you are.
• •Headline: From Our Family's Hands to Yours. Body: RMK isn't just a brand; it's a family legacy of leathercraft. We pour our passion and Aussie pride into every stitch, ensuring your everyday essentials are not only functional but tell a story of quality and dedication. Discover the RMK difference.
• •Headline: Your Tools Deserve a Proper Home. Body: You invest in good tools, so why carry them in anything less than the best? Our handcrafted leather holsters and pouches are designed by Aussies, for Aussies who appreciate gear that works as hard as they do. Built tough, designed smart.