Brand Tone

Friendly and Relatable, Confident and Passionate, Down-to-Earth and Authentic, Slightly Edgy and Modern, Community-Focused, Humorous (especially on TikTok)

Brand Values

• •Safety
• •Style
• •Quality and Durability
• •Innovation
• •Versatility
• •Community
• •Sustainability
• •Giving Back
• •Authenticity

Best Practices

• •Know Your "Why": Always circle back to the core mission – providing stylish, certified safety eyewear for people who live life from the "worksite to the weekend." This purpose should infuse all communication.
• •Speak Like a Mate, Not a Corporation: Use a conversational, down-to-earth, and friendly tone. Employ Australian slang where appropriate (e.g., "legends," "mates") but ensure it remains broadly understandable.
• •Show, Don't Just Tell, the Versatility: Consistently use imagery and storytelling that showcases the eyewear in diverse environments – from rugged work sites to casual social settings, adventure sports, and everyday life.
• •Embrace User-Generated Content (UGC): Actively encourage and feature content from your "SafeStylers" community. This reinforces authenticity, builds community, and naturally reflects the brand's relatable tone.
• •Be Confident but Not Cocky: Highlight the quality, certifications, and innovative aspects of the product with assurance, but maintain humility and a focus on the customer's needs and experiences.

Social Perception

Trusted, Stylish and Fashion-Forward, High Quality, Comfortable, Innovative, Popular among Tradies and Outdoor Enthusiasts, Good Value

Copy Examples

• •Headline: Worksite Tough, Weekend Ready. Your Eyes Will Thank You. Body: Stop switching glasses. Our certified safety eyewear looks as good at the pub as it does on the job. Protection, style, sorted. #SafeStyle #WorksiteToWeekend
• •Social Media Post: Another week smashed! 👊 Whether you're on the tools or on the trails, make sure your SafeStyles are along for the ride. What adventures are you and your SafeStyles tackling this weekend, legends? #SafeStylers #EyeProtection #AdventureReady
• •Product Description Snippet (for a new release): Meet the [New Model Name] – all the certified impact resistance you trust, now in a [new feature/style description, e.g., fresh matte black finish that’s as slick as it is strong]. Yeah, they’re that good. #SafetyFirst #StyleAlways
• •Email Subject: Still rocking those old, ugly safety specs? 🤨 Email Body: Life’s too short for boring eyewear. Upgrade to SafeStyle and see the difference. Certified safety, killer looks, and comfort that lasts all day. Your mates will wonder where you got ‘em. 😉 #DitchTheUgly #GetSafeStyled
• •TikTok Video Concept: Visual: Quick cuts – someone fumbling with old, clunky safety glasses, then confidently putting on a pair of stylish SafeStyles. Transition to them working effectively, then seamlessly heading out with friends, still wearing the same glasses. Voiceover (energetic, matey tone): "Tired of looking like a science experiment just to keep your eyes safe? Yeah, us too. That's why we made SafeStyle. Certified protection that actually looks good. From the site to your Saturday night. Get on it, legends!" #SafeStyle #UpgradeYourEyes #SafetySwag