Brand Tone

Relatable, Confident, and Down-to-Earth. It's the voice of a trusted workmate who is reliable and an expert at their job but also knows how to have a laugh.

Brand Values

• •Safety Without Compromise
• •Style & Self-Expression
• •Community & Mateship
• •Innovation & Disruption
• •Authenticity

Best Practices

• •Speak Their Language: Continue using industry and cultural slang (Tradie, Smoko, Arvo, Stoked) where appropriate. This builds authenticity and signals that you are part of their community, not just selling to it.
• •Lead with a Problem, Solve with Style: Structure copy around a common pain point (fogging, discomfort, glare, looking unprofessional) and present SafeStyle as the stylish, effective solution. This makes the benefit immediately clear.
• •Community First, Always: Frame customers as "members" or "crew." Actively encourage and feature user-generated content in marketing materials. This turns customers into brand advocates and reinforces the community value.
• •Balance Confidence with Humour: The tone should be confident in the product's quality and safety standards, but delivered with a lighthearted, humorous, and humble attitude. Avoid arrogance; be the knowledgeable mate, not the preachy expert.
• •Safety is Assumed, Style is the Hook: While safety certifications (AS/NZS 1337.1) must always be mentioned as the foundation of trust, the primary marketing hook should be the style, comfort, and lifestyle aspect. Customers come for the looks and stay for the protection. Lead with the "want," and justify it with the "need."

Social Perception

The public and its customer base perceive SafeStyle eyewear as cool, necessary, and trustworthy. They are widely seen as the brand that finally made safety glasses stylish and desirable. Their social media is viewed as a place for tradespeople to connect and be celebrated. The brand has become synonymous with the modern "tradie" lifestyle. The consistent emphasis on safety standards and positive customer reviews on durability has built a strong reputation for being a high-quality, reliable product. It's seen as a smart investment in personal safety.

Copy Examples

• •Headline: End of Soggy Smoko Vision. Body: You know the feeling. Fogged-up safety specs the second you touch a hot coffee. Our anti-fog coated lenses keep your vision crystal clear, from the first sip to the last job. Certified protection that actually works. Tap to see the difference. Call to Action: Shop The Range
• •Headline: The Kingfishers: Glare Can't Hide. Body: Built for those blinding arvos on the water and ruthless worksite glare. The Kingfishers feature our best-in-class polarised lenses, cutting through the noise so you can see what The Kingfishers are our newest safety glasses, built for those blinding arvos on the water and ruthless worksite glare. They feature our best-in-class polarised lenses, cutting through the noise so you can see what To see the value and full picture of each item, be sure to open the image to the full size.