Brand Tone

Educational & Informative, Passionate & Purpose-Driven, Authentic & Personal, Respectful & Culturally Sensitive, Hopeful & Regenerative, Approachable & Welcoming

Brand Values

• •Cultural Regeneration
• •Sustainability & Environmental Responsibility
• •Community & Connection
• •Education & Awareness
• •Authenticity & Ethics
• •Health & Wellbeing
• •Storytelling

Best Practices

• •Always circle back to Warndu's core mission: regenerating culture, community, tradition, health, and soils. Every piece of copy should, in some way, echo this deeper purpose.
• •Don't just describe; explain, share history, and tell the stories behind the ingredients, the land, and the people. This builds connection and reinforces authenticity.
• •Always approach Indigenous cultural knowledge with the utmost respect. Use inclusive language that invites everyone to learn and participate in a meaningful way.
• •Let the inherent "goodness" of the brand shine through. This means a positive, hopeful, and appreciative tone, focusing on the benefits for health, environment, and community.
• •Create a simple document outlining key messaging points, preferred terminology (e.g., "native ingredients" vs. "bush tucker" if there's a preference), and the "do's and don'ts" of the Warndu voice. This ensures consistency across all writers and platforms.

Social Perception

Respected & Authentic, Educational & Enriching, High Quality, Purpose-Driven & Impactful, Inspirational, Pioneering

Copy Examples

• •More than just a meal, it's a connection. ✨ Every Warndu ingredient carries a story, a tradition, a taste of this ancient land. Today, we're celebrating the vibrant Davidson Plum, a rainforest jewel bursting with antioxidants and a uniquely tart flavour. How do you love to use it? Share your creations and help us keep these incredible food stories alive. #Warndu #NativeIngredients #DavidsonPlum #CulturalFood #EatLocal #AustralianBushfood #StorytellingThroughFood
• •At Warndu (meaning 'good'), we invite you to explore the rich bounty of native ingredients that have nourished First Nations peoples for over 60,000 years. Join us on a journey to regenerate culture, community, and our land, one delicious, ethically sourced flavour at a time. Learn, cook, and connect.
• •Our 'Flinders Ranges Dust' is more than a spice blend; it's an evocation of Country. Crafted with wild-harvested native thyme, saltbush, and a hint of pepperberry from Damien's ancestral lands, this blend brings an authentic, aromatic warmth to your dishes. Sprinkle it on roasted vegetables, meats, or even your morning eggs to taste the ancient spirit of the Flinders Ranges. Ethically sourced, culturally respectful.
• •Kia ora, friend of Warndu, This season, we're diving deep into the wisdom of our Elders and the incredible resilience of native plants. It’s a time for sharing, learning, and of course, enjoying the unique flavours that our land offers. Discover how these ancient foods can not only nourish your body but also help us regenerate our precious ecosystems and support Indigenous communities. Let's explore together...
• •Warndu began with a longing to keep stories alive. When Damien's grandfather, an Adnyamathanha Elder, faced dementia, the urgency to preserve the deep ancestral knowledge of food, culture, and Country became our driving force. Warndu, meaning 'good' in Damien's language, is our promise: to do good by our culture, good by our communities, and good by the land that sustains us all. We are a 100% Indigenous-owned company committed to making Australia's native botanicals a cherished part of every kitchen.