Brand Tone

authentic, educational, and caring

Brand Values

• •Quality & Purity
• •Authenticity & Australian Made
• •Sustainability & Ethics
• •Resilience & Innovation
• •Customer Well-being

Best Practices

• •Lead with the 'Why': Always connect the product back to the brand's origin story and values. Whether it's a social media post or a product description, weaving in the narrative of the farm, the drought, and the passion for wool reinforces authenticity.
• •Balance Emotion with Evidence: Pair caring, empathetic language about comfort and well-being with factual, educational points about the science of Merino wool. Use phrases like 'scientifically proven' and 'research shows' to build credibility.
• •Use 'We' and 'Our': Write from the perspective of the family and the farm. Using collective and personal pronouns ('we,' 'our,' 'Julie, our founder') creates a direct, human connection and avoids a corporate feel.
• •Highlight the Australian Advantage: Consistently mention that the products are Australian-made, the wool is Australian-grown, and the business is farmer-owned. This is a powerful differentiator and a core part of the brand's identity.
• •Focus on Solutions, Not Just Features: Instead of just saying '100% Merino wool,' explain what that means for the customer: 'so you can stay comfortable all night without overheating' or 'which means it's gentle on sensitive skin and fully biodegradable.' Translate every feature into a direct benefit.

Social Perception

Trustworthy & Genuine, High-Quality & Effective, Ethical Choice, Problem-Solver

Copy Examples

• •From Our Farm, For Your Deepest Sleep. Born from the resilience of the Australian bush, our 100% Merino wool sleepwear isn't just a garment—it's a promise. A promise of a better night's sleep, naturally regulated temperature, and the peace of mind that comes from a product made with integrity, right here in Australia. Sleep soundly, live fully.
• •The End of Too-Hot, Too-Cold Nights. Stop fighting with your thermostat. Merino wool is nature’s smart fabric, keeping you cool when you’re warm and warm when you’re cold. Our luxuriously soft pajamas are scientifically proven to help you fall asleep faster and stay asleep longer. Experience the thermal comfort zone tonight.
• •Wear the Change You Want to See. Choosing Sleepy Merino is about more than comfort. It’s a vote for regenerative farming, ethical animal welfare, and local Australian craftsmanship. Our sleepwear is 100% biodegradable, so you can rest easy knowing you're being kind to your skin and the planet.
• •This isn't just wool. It's an Australian story. Every thread of our sleepwear starts on our family farm in NSW. We survived the drought by turning our passion for Merino into the softest, most breathable pajamas you'll ever wear. Thank you for supporting our journey and buying from the bush. #SleepyMerino #AustralianMade #FarmToBedroom
• •The Secret to Better Sleep is Simpler Than You Think. No apps, no gadgets. Just the scientifically-backed comfort of pure Merino wool. Its natural fibers are incredibly soft, hypoallergenic, and moisture-wicking, creating the perfect micro-climate for uninterrupted rest. Discover what a difference the right fabric can make.