Brand Tone

Playful, Vibrant, and Aspirational.

Brand Values

• •Style and Design
• •Fun and Joy
• •Sharing the Australian Summer
• •Innovation and Quality

Best Practices

• •Use a "Sunny" Vocabulary: Consistently use words that evoke warmth, light, and leisure. Incorporate words like golden, sun-drenched, radiant, endless summer, vibrant, carefree, and luxe into your copy to reinforce the brand's core theme.
• •Focus on the Feeling, Not Just the Feature: Instead of saying "Our pool float is 6 feet long," write "Stretch out and own your space on the water. Our new lounger is made for all-day comfort." Sell the experience—relaxation, style, fun—that the product enables.
• •Maintain an Aspirational but Accessible Tone: While the lifestyle is aspirational ("luxe"), the language should feel friendly and inviting. Use simple, direct sentences. The goal is to make the customer feel like this beautiful lifestyle is attainable with SUNNYLiFE.
• •Incorporate Playful Language and Emojis: Use emojis like ☀️, ✨, 🌊, and 🍉 strategically in social media and email marketing to add visual vibrancy and a playful feel that matches the product aesthetic. Use fun, punchy phrases like "Just add water" or "Your daily dose of sun."
• •Tell a Story of Summer: Frame every product and post as a scene from a larger story: the perfect summer. Use captions and descriptions to paint a picture. "The beach is calling, and our new towel is your answer," or "The secret ingredient to a legendary pool party." This transforms products into essential props for creating memories.

Social Perception

SUNNYLiFE AU is widely seen as a trendy, must-have brand for summer with strong visual appeal and desirable, aesthetic designs. However, there is a growing sentiment that its 'luxe branding' does not align with product quality, leading to perceptions of items being 'WAY overpriced' and concerns about durability. Customer service experiences are polarized.

Copy Examples

• •Your summer upgrade has arrived. Meet the new Luxe Lie-On Lounger. We took care of the style, you just need to clear your schedule. #SunnyLife #LifeUnderTheSun #PoolFloat
• •Official outfitters of summer. Live your sunniest life.
• •Inside: Your portal to endless summer is here.
• •More than a basket, it's a ticket to an instant escape. Woven for lazy days and golden hour feasts, our La Palma picnic basket holds everything you need for the perfect sun-drenched memory. Just add snacks and sunshine.
• •Don't let summer be boring. From giant sprinklers that bring the laughs to chic cabanas made for lounging, SUNNYLiFE is here to turn your backyard into a resort. Shop the collection and make this a summer to remember.