Brand Tone

Sophisticated & Stylish, Confident & Bold, Approachable & Inclusive, Quality-Focused & Trustworthy, Passionate & Purpose-Driven

Brand Values

• •Quality
• •Style & Sophistication
• •Integrity & Character
• •Inclusivity & Community
• •Confidence
• •Australian Heritage
• •Sustainability & Responsibility

Best Practices

• •Embody 'Sophisticated Confidence': Use language that is polished, refined, and assured. Avoid overly casual slang but maintain a bold and empowering undertone.
• •Highlight Quality & Craftsmanship: Consistently mention 'Australian-made,' 'premium materials,' and 'thoughtful design' to reinforce the brand's commitment to excellence.
• •Weave in Core Values: Subtly (or explicitly, as with the Foundations collection) connect product descriptions and brand messaging to values like integrity, style, and confidence.
• •Maintain an Inclusive Voice: While aspirational, ensure the language feels welcoming to a diverse range of men. Showcase this through varied imagery and storytelling.
• •Focus on the 'Why': Go beyond just describing the swimwear. Explain the lifestyle, the feeling of confidence it instills, and the values it represents – the 'Smithers experience.'

Social Perception

High-Quality & Well-Made, Stylish & Fashionable, Comfortable & Good Fit, Trustworthy Australian Brand, Inclusive & Supportive, Good Value for Money, Aspirational yet Attainable

Copy Examples

• •Headline: Elevate Your Style. Embrace the Shore. Body: Discover Smithers Swimwear: Premium, Australian-made designs for the modern gentleman who values quality as much as timeless style. Make your statement. Call to Action: Shop The Collection
• •Headline: Crafted for Confidence. Designed for Life. Body: More than just swimwear, it's a feeling. Smithers empowers you with the perfect fit, exceptional comfort, and designs that speak to your character. Dive in. Call to Action: Find Your Fit
• •Headline: Beyond the Trend. Beyond the Season. Body: Smithers Swimwear champions enduring style and the virtues that define us. Our Foundations collection is built on integrity, designed for the man of substance. Call to Action: Explore Foundations
• •Headline: Australian Sun. Global Style. Unmistakably Smithers. Body: From Bondi Beach to shores around the world, experience the quality and sophistication of Australian-made swimwear. Join the Smithers community. Call to Action: Discover What's New
• •Headline: Wear Your Pride. With Uncompromising Quality. Body: Celebrate individuality with Smithers. Our vibrant Pride collections are a statement of support, crafted with the same dedication to quality and style you expect. Call to Action: Shop Pride Collection