Brand Tone

Authentic & Transparent, Down-to-Earth & Relatable, Passionate & Proudly Kiwi, Functional & Quality-Focused, Adventurous & Outdoorsy

Brand Values

• •Quality Craftsmanship: Emphasis on "Quality Merino Goods" and durable products.
• •Local Production & Supporting NZ Businesses: A clear commitment to keeping production in New Zealand where possible and working with local suppliers.
• •Sustainability: Choosing a natural, biodegradable fiber like Merino wool and highlighting this aspect.
• •Functionality & Versatility: Products designed for various activities, from outdoor adventures to casual wear.
• •Authenticity & Transparency: Openness about their production process.

Best Practices

• •Embrace the Kiwi Vernacular (Authentically): Use language that feels natural and genuine to New Zealanders, without forcing slang. Keep it relatable and down-to-earth.
• •Highlight "NZ Made" and Local Pride: Consistently weave in the New Zealand origin, the quality of local craftsmanship, and the connection to the Kiwi lifestyle.
• •Be Transparent and Honest: Continue sharing the story behind the brand and the products, including the realities of production. This builds trust and reinforces authenticity.
• •Focus on Benefits and Lifestyle, Not Just Features: Talk about how the products enhance the customer's life, adventures, and comfort, connecting the functional aspects of Merino to real-life experiences.
• •Maintain a Friendly, Approachable Voice: Whether it's website copy, social media captions, or customer service, ensure the tone is welcoming, helpful, and reflects the passion of the founders.

Social Perception

Customers appear to perceive the brand positively, valuing the quality, fit, and versatility of the Merino apparel. The "Made in NZ" aspect likely resonates well with customers who prioritize supporting local businesses and appreciate locally sourced materials (even with the noted overseas spinning/knitting). The brand is likely seen as a genuine, small business connected to the New Zealand outdoor and lifestyle culture.

Copy Examples

• •Headline: From Southern Alps to City Streets. Your Go-To NZ Merino. Body: Crafted in Aotearoa for every adventure life throws your way. Sons of the South Merino is more than just a tee – it's your a second skin, ready for the mountains, the coast, and your favourite local pub. Experience the difference of quality, locally-made gear.
• •Social Media Post: That feeling when your gear is as ready for the weekend as you are. 👌 Our [Product Name] Tee, made with premium NZ Merino, keeps you comfy whether you're hitting the trails or kicking back. Built tough, born in NZ. Shop the look!
• •Product Description Snippet (for a long-sleeve): Early morning hikes? Late-night beach fires? Our [Product Name] Long Sleeve has you covered. Made from nature's wonder-fibre, ZQ Merino, it’s breathable, warm, and stays fresh wear after wear. Proudly designed and finished right here in New Zealand.
• •Email Subject: Adventure-Proof Your Wardrobe with Sons of the South. Body: Hey [Customer Name], Tired of clothes that can't keep up? At Sons of the South, we craft gear that’s as resilient and versatile as the Kiwi spirit. Discover our range of NZ Merino essentials – built for comfort, durability, and every Kiwi experience.
• •About Us Snippet: We're not a big corporation. We're Sons of the South – born from a love for the Kiwi outdoors and a desire for damn good gear. We pour our passion into every stitch, working with local NZ businesses to bring you Merino wear that’s made to last. It’s honest, it’s quality, it’s for you.