Brand Tone

aspirational, serene, and authentic

Brand Values

• •Celebrating Simple Pleasures
• •Durability and Quality
• •Timeless and Functional Design
• •Connection to Nature

Best Practices

• •Lead with the 'Why': Always connect the product back to the core mission of enjoying slow time with loved ones. Frame your copy around the experience the product enables, not just its features.
• •Use Sensory and Evocative Language: Incorporate words that evoke feelings of nostalgia, comfort, and the outdoors (e.g., "sun-soaked," "weekend wanderings," "simple," "timeless"). This reinforces the brand's serene and aspirational tone.
• •Emphasize Quality and Longevity: Consistently mention the high-quality, durable materials and the "buy once, buy well" philosophy. This builds trust and justifies the premium nature of the products.
• •Maintain the New Zealand Connection: Subtly weave the brand's New Zealand origins into the narrative. This adds to the authenticity and unique identity of the brand.
• •Speak Directly and Authentically: Use a warm, personal, and inviting tone. Write as if you are sharing a recommendation with a friend. This aligns with the founder's story and makes the brand feel more personal and trustworthy.

Social Perception

The public perception is overwhelmingly positive, with customers praising high quality, thoughtful design, and aesthetic appeal. It is seen as a stylish and authentic New Zealand lifestyle brand, reinforced by positive media features and strong customer satisfaction.

Copy Examples

• •This is your sign to pack a lunch, leave the emails for tomorrow, and find a patch of sun. Our Outdoor Rugs are made for these moments —the slow, simple, and unforgettable ones. Built to last for a lifetime of adventures, big and small.
• •From weekend wanderings to sunset sessions, our Cooler Bags are designed to be your ultimate companion. Purposefully designed in New Zealand with leather detailing and quality craftsmanship, they’re here for the good times you’ve had and all those still to come.
• •Elevate your comfort, wherever you are. Perfect for adding a bit of extra elevation on the boat or for a soft landing on a pebbly beach, our Outdoor Cushions are designed with durable, water-resistant cotton and a convenient carry handle. Because the best moments are the ones where you can truly relax.
• •Inspired by the simple joy of an impromptu picnic and the lasting memories made with friends, our new collection is finally here. Each piece is thoughtfully crafted to not just look good, but to work well and join your family for generations of gatherings. It’s not just gear; it’s a celebration of the good times.
• •Slowlife Collection: Making Good Times Better. Quality gear designed in New Zealand for a lifetime of memories.