Brand Tone

Friendly, communal, relaxed, approachable, authentic, relational, warm, inclusive, 'Australian Feel Good Brand'.

Brand Values

• •Mateship and Connection
• •Memory Making
• •Quality
• •Authenticity
• •Australian Identity

Best Practices

• •Always Emphasize 'We' and 'Together': Use collective and inclusive language. Instead of 'your hat,' try 'the crew's cap.' Frame the product as something that unites people.
• •Use Australian Colloquialisms Authentically: Incorporate words like 'mates,' 'crew,' 'lids,' and phrases like 'good times' to maintain the brand's friendly, Australian voice.
• •Tell a Story of Shared Experience: In every piece of copy, evoke a feeling or a memory. Talk about bonfires, beach days, or city nights. The product should be the companion to these moments, not the hero.
• •Balance 'Premium' with 'Relaxed': While the products are high-quality, the tone should never be pretentious. The copy should feel like a recommendation from a trusted friend, not a luxury sales pitch.
• •Create a Sense of Belonging: Use phrases that imply an in-group, such as 'Join the crew,' 'The official uniform,' or 'For the ones who get it.' This turns customers into community members.

Social Perception

Community-focused, high-quality and aspirational, niche and exclusive, emerging and growing.

Copy Examples

• •More Than a Hat. It's a Membership Card. For the road trips, the backyard barbecues, and the stories you'll tell for years. Our premium lids are made for the crew. Tag your mates and start planning the next adventure. #MatesLabel #MadeForMemories
• •The official uniform for your unofficial club. The Crew Cap is built with premium materials for a feel-good fit that lasts from sunrise to last call. It’s not just an accessory; it’s a symbol of the good times you share with your best mates. Because the best moments are better together.
• •Hey [Name], memories aren't made alone. That's why we created Mates Label—to celebrate the connections that matter most. Our signature caps are designed for comfort, quality, and countless adventures with your friends. Grab one for you and the crew, and make your next moment unforgettable.
• •The Australian Feel Good Brand. 🇦🇺 | Crafting premium hats for you and your mates. 🧢 | It's not what you share, it's who you share it with. ✨ | #MatesLabel
• •Every Adventure Needs a Signature. This is more than just a cap. It’s a reminder of late-night talks, epic journeys, and the unbreakable bond of mateship. Built to last, just like your friendships. Shop the limited collection now.