Brand Tone

Friendly and Approachable, Passionate and Purpose-Driven, Positive and Fun-Loving, Confident and Trustworthy

Brand Values

• •Sustainability
• •Ocean Conservation
• •Quality and Durability
• •Customer-Centricity
• •Kindness and Fun
• •Australian Owned

Best Practices

• •Develop a "Brand Voice Chart": Document key characteristics of your tone (e.g., "Friendly, not Sarcastic," "Passionate, not Preachy," "Informative, not Jargony"). Include "do's and don'ts" with examples specific to Shade Eyewear. This serves as a quick reference for anyone writing copy.
• •Use "Mate" Sparingly and Authentically: While "mate" can reinforce the Australian, friendly vibe, overuse or forced placement can feel inauthentic. Integrate it naturally where it fits the conversational flow.
• •Always Weave in Sustainability: Even in product-focused copy, find a way to briefly mention the eco-friendly materials or the brand's conservation mission. This reinforces core values consistently. Example: "Stylish, durable, and made with plant power!"
• •Emphasize "We" and "You": Foster a sense of community and direct connection by using inclusive language. Phrases like "We're here for you," "Join our journey," or "You're part of our Shade family" strengthen the customer-centric and friendly tone.
• •Show, Don't Just Tell, the Passion: Instead of just saying "we're passionate," let the enthusiasm shine through in word choices and storytelling. Describe the "why" behind the brand (e.g., the founder's love for the ocean) to make the passion tangible. Use evocative language when describing the Gold Coast inspiration or the positive impact of their conservation efforts.

Social Perception

Highly Positive Customer Experiences, Appreciation for Eco-Consciousness, Seen as a Reliable and Trustworthy Brand, Value for Money

Copy Examples

• •Headline: "Sunnies That Love the Planet as Much as You Do." Body: "Rock your Aussie style guilt-free! Our latest collection of eco-friendly shades are crafted from plants and recycled goodies, so you can protect your eyes and our beautiful oceans. Good vibes, great vision. #ShadeForGood"
• •Instagram Caption: "Golden hour glow, sorted. ✨ Our [Sunglass Model Name] sunnies aren't just built to turn heads, they're made to last and love our Earth. Hand-crafted on the Gold Coast with sustainable materials, because style and substance go hand in hand. Tap to explore the range! [Website Link] #SustainableStyle #AussieMadeShades"
• •Email Subject: "Hey Mate, Ready for Sun-Soaked Adventures?" Body: "G'day from Shade Eyewear! We know you're all about living life to the fullest, and so are we. That's why our sunnies are designed to be super durable, ridiculously comfy, and kind to the planet. Plus, every pair helps us protect our precious marine life with Sea Shepherd. Find your perfect pair and let's make some waves! [Button: Shop Sustainable Sunnies]"
• •Product Page Snippet: "Meet The B.I.G – your new go-to for every adventure. Tough enough for the Aussie outdoors, stylish enough for your city strolls. Made with love from plant-based acetate, because we reckon looking good shouldn't cost the Earth. Feel the difference quality and care make."
• •About Us Blurb (Short): "Founded on the sunny Gold Coast by a plumber with a passion for the ocean, Shade Eyewear is all about awesome, eco-friendly sunnies that don’t just protect your eyes, but also our planet. We’re not about mass production; we’re about craftsmanship, quality, and making a real difference, one pair of shades at a time. Join the Shade family!"