Brand Tone

Practical professionalism blended with approachable Australian friendliness, reliable, authoritative, friendly, colloquial, helpful, and service-oriented.

Brand Values

• •Quality and Durability
• •Safety & Protection
• •Community & Loyalty
• •Practicality & Accessibility
• •Australian Identity

Best Practices

• •Adopt the 'Reliable Mate' Persona: In all communications, ask: 'Does this sound like helpful advice from a trusted, knowledgeable friend?' This should guide word choice and sentence structure.
• •Balance Clarity and Colloquialism: Use professional, clear language for technical specifications and safety features. Inject friendly, colloquial language ('mate,' 'hard yards') into loyalty program communications, social media, and headlines to build rapport.
• •Focus on the Customer's Benefit: Always translate product features into tangible benefits. Instead of 'It has a TPU outsole,' write 'The tough TPU outsole gives you a solid grip on any surface.'
• •Leverage Brand Names for Trust: Prominently feature the respected brands you carry (Blundstone, FXD, etc.). This borrows their authority and reinforces your commitment to quality.
• •Speak Directly to the User: Use 'you' and 'your' frequently to make the copy feel personal and customer-centric. Frame the brand as a partner in their work or community activities.

Social Perception

Perceived as a trusted, integral part of the local community, a specialist retailer for workwear and safety gear, and a service-focused provider catering to specific customer needs.

Copy Examples

• •Headline: Built Tough for the Hard Yards. Body: Don't let your gear give up before you do. Shop our huge range of FXD pants and Steel Blue boots—made for Aussie worksites. Click to shop now and get rewarded with our Mates Rates program. Call to Action: Shop Now
• •(Image: A healthcare professional smiling in NNT scrubs) Caption: Long shifts demand comfort and durability. The NNT Next-Gen Active Scrubs are designed to keep you going, with antibacterial tech and a professional fit. Look after others, and let us look after your workwear. #ScrubLife #HealthcareHeroes #NNTscrubs #Worklocker
• •Subject: Mates Rates Alert: New Bisley Hoodies Have Landed!
• •Headline: Good Gear, Better Value. Sub-headline: Join our Mates Rates program today and earn points on every order. It's our way of saying thanks. Button: Sign Up & Save
• •Title: Blundstone 311 Elastic Sided Safety Boot Description: An absolute workhorse. The Blundstone 311 gives you slip-on convenience without compromising on safety. With a steel toe cap and durable TPU outsole, it's ready for the workshop, farm, or factory floor. Reliable, tough, and built to last—it's a classic for a reason.