Brand Tone

Humorous & Playful, Informal & Approachable, Enthusiastic & Passionate

Brand Values

• •Australian Owned
• •Quality/Service
• •Fun/Enjoyment
• •Community

Best Practices

• •Embrace the Pun (Wisely): Continue using fishing-related puns and playful language that aligns with the 'Rookie Hooker' name. However, be mindful of the double entendres and ensure the primary message still relates to fishing to avoid alienating or confusing potential customers.
• •Keep it Light and Enthusiastic: The copy should consistently reflect a genuine passion for fishing and a sense of fun. Avoid overly technical jargon unless clearly explained in an accessible way.
• •Be Cheeky, Not Crude (Usually): There's a fine line with edgy humor. While product names like 'Jerk Off' push boundaries, the overall communication should aim for playful cheekiness rather than outright vulgarity that could damage brand reputation more broadly. Gauge audience reaction.
• •Visuals Must Match the Vibe: Ensure all imagery and videography on social media and the website align with the playful, energetic, and slightly irreverent tone. Action shots, happy anglers, and vibrant product photos will work well.
• •Engage with Humour: When interacting with customers on social media or in reviews, maintain the humorous and informal tone. This builds rapport and reinforces the brand personality.

Social Perception

Niche Appeal, Modern & Edgy, Attention-Grabbing, Potential for Misinterpretation

Copy Examples

• •Facebook/Instagram Ad (Image: Action shot of a fish being reeled in with a Rookie Hooker lure): Stop just 'wishin' you were fishin'' and start HOOKIN'! Our 'Prawn Star' lure isn't just a pretty face – it's a fish-catching machine. 😉 Get yours and get ready for some serious lip-rippin' action! #RookieHooker #GetHooked #AussieFishing
• •Product Description (for the 'Jerk Off' lure): Yeah, we said it. The RH 'Jerk Off' Jerkbait. Because sometimes, you gotta give it a good... twitch... to get the big ones. Designed for irresistible action that drives fish wild. Don't be shy, add it to your tackle box. Your personal best will thank you.
• •Email Newsletter Subject Line: Warning: Our New Gear is Seriously Addictive (and the fish HATE it!)
• •Website Banner Text: Rookie Hooker: Tackle that doesn't suck. (Unless you're a fish, then it definitely sucks... for you.) Shop Aussie-owned!
• •Instagram Story Post (Poll):(Image: Two different Rookie Hooker lures) Which one of these bad boys is making it into your weekend tackle lineup? 🎣 Vote Now! #RookieHookerChallenge #FishingAustralia