Brand Tone

Passionate, Purpose-Driven, Approachable, Authentic, Conscious, Educational, Slightly Edgy/Playful, and Proudly Australian

Brand Values

• •Sustainability
• •Eco-consciousness
• •Quality & Craftsmanship
• •Circularity/Repurposing
• •Community & Collaboration
• •Ethical Production
• •Innovative & Unique
• •Trustworthy

Best Practices

• •Clearly showcase the brand's commitment to sustainability in every piece of copy.
• •Use storytelling to highlight the journey of upcycled materials and their positive impact.
• •Maintain a consistent balance between being informative and engaging, avoiding overly technical language.
• •Emphasize the 'Australian made' aspect to appeal to local consumers and support the economy.
• •Incorporate customer testimonials and reviews to build trust and credibility.

Social Perception

A brand perceived as innovative, trustworthy, and aligned with the growing trends of sustainability and ethical consumption. It evokes positive feelings associated with the 'War on Waste' movement, promoting eco-consciousness and community collaboration.

Copy Examples

• •"Australian made from Australian rubbish."
• •"To leave a softer footprint."
• •"A cartel for good, not evil."
• •"United by our love of coffee and care for the environment."
• •"Affectionately known as WOW bags"