Brand Tone

Reassuring, Comfort-Focused, Informative, Friendly & Approachable

Brand Values

• •Quality & Durability
• •Comfort & Well-being
• •Heritage & Innovation
• •Customer Satisfaction
• •Practicality & Ease of Use

Best Practices

• •Prioritize "Comfort" and "Softness": Use sensory language that evokes the feeling of the blanket (e.g., "velvety smooth," "plush embrace," "cuddly warmth").
• •Emphasize Durability and Heritage: Casually weave in the long-lasting nature of the blankets and their established history to build trust and justify value.
• •Maintain a Reassuring and Caring Voice: Address customer needs directly (e.g., for allergy sufferers, those who get too hot/cold). Use phrases that convey reliability and customer focus.
• •Keep it Clear and Informative: Ensure the practical benefits (hypoallergenic, easy wash, lightweight) are clearly communicated without jargon.
• •Incorporate Customer Language: Draw inspiration from positive customer testimonials – the way they describe their love for the blankets can be a powerful source for authentic and relatable copy.

Social Perception

Highly Positive, Trusted Brand, Investment in Comfort, Go-To Blanket

Copy Examples

• •Headline: Experience the Vellux Difference: Decades of Comfort, Woven into Every Fibre. Body: Since 1966, Vellux blankets have been synonymous with unparalleled softness and lasting warmth. Our unique thermal core technology keeps you perfectly cozy, night after night, year after year. Discover why Australia trusts Vellux for a better sleep.
• •Headline: Lightweight Warmth, Heavy on Comfort. That’s Vellux. Body: Tired of bulky blankets? Vellux offers luxurious, featherweight warmth that’s gentle on the skin and perfect for all seasons. Hypoallergenic and easy to care for, it’s the simple solution for a truly restful night.
• •Headline: Loved by Generations. The Vellux blanket – softer with every wash. Body: From your first snuggle, you'll understand why Vellux becomes a cherished household favourite. Our durable, plush fabric actually improves with each wash, promising years of reliable comfort. Invest in sleep you’ll look forward to.
• •Headline: Breathe Easy, Sleep Soundly. The Hypoallergenic Choice. Body: For those with allergies or sensitive skin, Vellux offers a comforting embrace. Our specially designed blankets are hypoallergenic, helping to create a healthier, more serene sleep environment. Finally, comfort without compromise.
• •Headline: The Vellux Promise: Unmatched Softness & Durability, Guaranteed. Body: We’re so confident you’ll love your Vellux blanket, we offer a 30-day 100% Money Back Guarantee. Feel the difference of our unique velour, experience the lasting quality, and join millions who won’t sleep under anything else.