Brand Tone

Authentic & Down-to-Earth, Heritage-Proud & Enduring, Rugged & Outdoorsy, Reliable & Trustworthy, Community-Focused & Approachable.

Brand Values

• •Durability & Quality
• •Heritage & Authenticity
• •Connection to Nature & Outdoors
• •Sustainability & Responsibility
• •Functionality & Practicality
• •Fairness & Respect

Best Practices

• •Stay True to Your Roots: Always weave in elements of Swanndri's New Zealand heritage, its connection to the outdoors, and its long history. Use genuine, unpretentious language.
• •Emphasize Durability & Quality Naturally: Don't just say it's durable; tell stories that show it. Talk about the natural strength of wool and the thoughtful construction that ensures longevity.
• •Speak to the "Why," Not Just the "What": Connect products to the experiences they enable – the adventure, the work, the connection with nature, the memories made.
• •Use Authentic, Relatable Language: Avoid overly corporate or trendy jargon. Opt for clear, honest, and sometimes evocative descriptions that resonate with an audience that values practicality and authenticity. A touch of Kiwi colloquialism, used appropriately, can enhance authenticity.
• •Be Consistent Across All Channels: Whether it's a product description, a social media post, or a blog article, the core tone of authenticity, rugged reliability, and heritage pride should shine through. Ensure visual and textual messaging are aligned.

Social Perception

Iconic New Zealand Brand, Trusted for Quality & Durability, Versatile - From Farm to City, Represents Outdoor Lifestyle, Growing Awareness of Sustainability Efforts, Some Past Scrutiny on Manufacturing.

Copy Examples

• •Headline: Built for a Lifetime of Weekends. Body: From the high country to the coast, your Swanndri isn't just a jacket, it's a companion. Crafted from honest, natural materials to see you through whatever the elements – or life – throw your way. Here’s to stories made, and many more to come.
• •Headline: The Original. Still the Real Deal. Body: Over 100 years ago, we made a promise: gear that works as hard as you do. That promise is woven into every fibre of our iconic bush shirts. No fuss, no shortcuts. Just proven New Zealand grit, ready for your next adventure.
• •Headline: More Than a Garment. It's a Legacy. Body: Passed down, patched up, and packed with memories. A Swanndri is part of the family. We build them to last, using quality New Zealand wool, so they can be part of your story, for generations.
• •Social Media Post: Image: A well-worn Swanndri garment hanging on a fence post, with a scenic New Zealand landscape in the background. Caption: Some things just get better with age. Like a classic Swanni and a view that never gets old. What adventures has your Swanndri seen? Share your yarn below. #Swanndri #MadeForLife #NZOutdoors
• •Product Description Snippet (for a new wool shirt): Engineered with the same spirit as our first bush shirt from 1913, but with a modern touch for today’s explorer. Crafted from ZQRX certified New Zealand merino, it’s naturally temperature-regulating, durable, and ready for anything. Because good gear means less worry, and more doing.