Brand Tone

Aspirational, sophisticated, serene, and authentic, speaking to a desire for a slower, more connected way of life without sacrificing luxury. Language is evocative, focusing on sensory details, nature, tranquility, and conveying exclusive, understated elegance.

Brand Values

• •Connection to Nature
• •Conscious Design & Architecture
• •Family & Legacy
• •Understated Luxury
• •Exclusivity & Privacy

Best Practices

• •Lead with "Why," Not "What": Start with the feeling and the philosophy (the "why") before listing the features (the "what"). Instead of "5-bedroom house with a pool," say "A sanctuary designed for shared moments and quiet reflection, with space for all to gather."
• •Use a Sensory Lexicon: Employ descriptive words that evoke feelings and senses. Use terms like sun-drenched, serene, soulful, grounded, crisp country air, tranquil, earthy tones, burnished. This creates a more immersive and aspirational narrative.
• •Embrace Understatement: Avoid overtly sales-driven language like "unbeatable offer" or "limited time." The brand's exclusivity and value are communicated through its quality and aesthetic, not through aggressive marketing. Let the quality of the imagery and the sophisticated copy speak for itself.
• •Tell the Story: Weave the narrative of the founders, the land's history, or the design inspiration into the copy. For example, mentioning how a family trip to Spain influenced the architecture makes the brand more personal and authentic.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the visual identity. If the image is serene and natural, the copy should be calm and evocative. This consistency across all platforms reinforces the brand's authentic, high-end positioning.

Social Perception

Perceived as a benchmark for luxury rural living in Australia, associated with high prestige and desirability. The brand is seen as a creator of unique, high-quality, and aesthetically pleasing estates, offering an escape into a curated, luxurious lifestyle, aligning with trends of 'slow living' and 'conscious' design.

Copy Examples

• •Breathe in the morning. Here, time isn't measured in hours, but in moments of quiet connection. This is more than a place; it's a feeling. Welcome to your sanctuary.
• •Rooted in Nature. Crafted with Intention. Discover The Range Estates — A collection of private sanctuaries on Australia's east coast, where luxury is authentic and the landscape is your host.
• •Escape the noise. Reconnect with what matters. The Range Estates offers a limited number of private holiday stays in the heart of the Byron hinterland. Experience unparalleled tranquility, European-inspired design, and a pace of life dictated by nature itself. Your private world awaits.
• •Grounded in authenticity. Our interiors blend rustic charm with sophisticated comfort, creating spaces that are both beautiful and livable. Every detail is a quiet invitation to slow down and feel at home.
• •It's the kind of luxury that whispers, rather than shouts. At Copperstone, our latest estate, every element from the sun-drenched archways to the hand-carved details, is a tribute to a slower, more soulful way of living. It's not just an escape; it's a return to the essential.