Brand Tone

sincere, passionate, and premium-accessible

Brand Values

• •Quality Craftsmanship
• •Durability and Timelessness
• •Authenticity
• •Australian Design
• •Practical Elegance

Best Practices

• •Resolve the Brand Identity Crisis: The most critical step is to separate "Theli Australia" (leather goods) from "TheliCraft". This may mean creating a distinct website or clearly delineating the two on the current site. All copywriting should then focus solely on the values of the leather brand: craftsmanship, durability, and timeless style.
• •Emphasize the Founder's Story: Weave the personal origin story into more of the copy. People connect with passion and authenticity. Talking about the search for the perfect camera bag makes the brand's mission relatable.
• •Develop a Strong Visual Presence on Instagram: A brand focused on aesthetics and quality craftsmanship needs a strong Instagram presence. Use high-quality imagery and behind-the-scenes content to visually communicate the brand's values. The copy should be concise and evocative, echoing the themes of longevity and style.
• •Be Specific About Materials and Process: Instead of just saying "quality leather," use more descriptive terms like "supple full-grain leather," "hand-burnished edges," or "solid brass hardware." This educates the customer and reinforces the brand's commitment to quality.
• •Encourage and Showcase Customer Stories: Actively solicit reviews and user-generated content. Featuring customer photos and testimonials will build social proof and reinforce the perception of a trusted, quality brand. Create a hashtag (e.g., #MyTheliStory) to foster a sense of community.

Social Perception

Currently, Theli Australia has a low but developing social perception. The most significant issue affecting their perception is the brand confusion stemming from the "TheliCraft" products, which may alienate or confuse customers searching for high-quality leather goods.

Copy Examples

• •Engineered for the life you live. Designed to last a lifetime. The new [Product Name] isn't just a bag; it's a promise of timeless style and enduring quality. Handcrafted from the finest full-grain leather, it's ready for your journey.
• •The soul of our work is in the details. From the first cut to the final stitch, every Theli bag is a testament to the art of traditional leathercraft. This is slow fashion. This is a piece you'll cherish for years to come.
• •Theli started with a simple idea: create beautiful, durable leather goods that get better with age. We are driven by a passion for quality materials and classic design, ensuring that every piece we create is one we would be proud to carry ourselves.
• •Tired of bags that don't last the season? Invest in Australian design and timeless craftsmanship. Theli leather goods are made to be part of your story, year after year. Discover the difference of true quality.
• •Built for the everyday, with an elegance that's anything but. The [Product Name] wallet is crafted from robust full-grain leather, designed to withstand the rigors of daily use while developing a rich, unique patina over time. It 's the last wallet you 'll need to buy.