Brand Tone

Aspirational, authentic, and rugged, with an evocative and confident appeal to adventure and quality craftsmanship. It is friendly and community-oriented, yet maintains a premium feel, refined yet grounded in the practical and durable nature of the products.

Brand Values

• •Australian Heritage & Craftsmanship
• •Quality & Durability
• •Sustainability & Slow Fashion
• •Adventure & Connection to Nature
• •Authenticity & Individuality

Best Practices

• •Lead with Heritage: Always anchor the brand in its Australian identity. Use terms like "Handcrafted in Queensland," "Australian Made," and "Outback-inspired" to constantly reinforce this core value.
• •Speak the Language of Durability: Use strong, confident words that convey quality and longevity. Phrases like "built to last," "timeless," "enduring craftsmanship," and "slow fashion" align with the brand's promise of creating legacy pieces, not disposable fashion.
• •Evoke the Landscape: Use descriptive, sensory language that paints a picture of the Australian environment. Words like "sun-drenched," "dusty," "rugged," and "wide-open spaces" will connect the products to the adventurous lifestyle the brand sells.
• •Balance Premium with Approachable: While the product is high-end, the tone should remain grounded and welcoming. In customer interactions and community-focused posts, be warm and personal. In product descriptions, be authoritative and focused on the superior quality and materials.
• •Show, Don't Just Tell: Instead of saying a hat is "high-quality," describe the "fine felt," the "hand-shaped crown," or the "ethically sourced leather." Let the details of the craft and materials communicate the value, making the quality tangible through words.

Social Perception

Overwhelmingly positive, perceived as a high-quality provider of durable goods with excellent customer service. Recognized as an authentic Australian brand that offers stylish and trendy products within its niche.

Copy Examples

• •Headline: Built for the sunburnt country. Body: This isn't just a hat. It's shade on a long day's muster, a companion on a dusty track, and a nod to the timeless spirit of the outback. Handcrafted in our Queensland workshop to stand the test of time, just like the land that inspires it. #WildHarry #AustralianMade #BuiltToLast
• •Headline: Handcrafted for a Life of Adventure. Sub-headline: Discover authentic, Australian-made leather hats and goods. Crafted with passion, built to last a lifetime. Button: Shop The Collection
• •Subject: Your next adventure is calling, [Customer Name]. Body Preview: A look at our latest handcrafted arrivals, straight from the workshop.
• •Title: The Rockhampton Tote Copy: From the cattle yards to the city streets, the Rockhampton Tote is designed for durability and classic style. We select only the finest full-grain leather, allowing the unique character and texture of each hide to tell its own story. With solid brass fittings and a passion for quality stitched into every seam, this is more than a bag it's a piece of Australian craftsmanship you'll carry for years.
• •Headline: Don't just wear a brand. Wear a story. Body: For over 25 years, our family has handcrafted luxury leather goods in the heart of Queensland. Now, we bring that same commitment to quality and authentic Australian style directly to you with Wild Harry. Find your forever hat today. Call to Action: Learn More