Brand Tone

authentic, passionate, and rugged

Brand Values

• •Durability and Quality
• •Authentic Craftsmanship
• •Australian Heritage
• •Passion for the Outdoors

Best Practices

• •Embrace the Founder's Voice: Continue to feature the personal story and passion of the founder, Mat. This builds authenticity and a direct connection with the audience.
• •Prioritize Visual Storytelling: Use high-quality imagery that showcases the products in their intended environment—the Australian outdoors. This reinforces the brand's rugged and adventurous identity.
• •Use Straightforward Language: Avoid corporate jargon and overly polished marketing speak. The language should be as honest and durable as the products themselves.
• •Highlight "Australian-Made" and "Handcrafted": These are key differentiators and should be consistently mentioned in product descriptions, social media posts, and brand storytelling.
• •Engage with the Community: Foster a sense of community by interacting with followers, sharing their content, and participating in conversations within the bushcraft and outdoor community. This will solidify the brand's position as a trusted name in its niche.

Social Perception

Swagman Outfitters is perceived as a genuine and high-quality provider of traditional bushcraft gear. Customers and enthusiasts view the brand as a small, trustworthy business run by a passionate individual, respected for its commitment to quality and traditional methods, with a growing demand and dedication to maintaining quality.

Copy Examples

• •Built for the bush, by hand. Our Oilskin Haversack isn't just a bag; it's a companion for your adventures. Crafted from durable, Australian-made materials, it's ready to face the elements with you. Made to Last.
• •It all started with a passion for the gear our ancestors relied on. In a world of disposable products, Swagman Outfitters was born to bring back the tradition of durable, handcrafted outdoor equipment. Every stitch tells a story of Australian resilience.
• •Don't let your gear be the weakest link. The BushRanger 25L Backpack is designed for the serious outdoorsman. With reinforced seams and weatherproof oilskin, you can trust it to protect your essentials, no matter where the trail takes you.
• •From the high country to the coast, our gear is put to the test by adventurers like you. Tag us in your photos with your Swagman Outfitters equipment for a chance to be featured. #SwagmanAdventures
• •We believe in gear that gets better with age. Our products are an investment in quality, tradition, and countless future adventures. This isn't just a purchase; it's a piece of Australian outdoor heritage.