Brand Tone

Luxurious & Aspirational, Natural & Earthy, Comforting & Inviting, Authentic & Passionate, Conscious & Responsible

Brand Values

• •Quality & Craftsmanship
• •Natural & Sustainable
• •Connection & Wellbeing
• •Authenticity & Heritage
• •Innovation & Design

Best Practices

• •Emphasize Sensory Language: Use words that evoke the feeling of sheepskin – soft, plush, warm, wild, curly, luxurious. Describe the experience of interacting with the products.
• •Weave in the "Why": Consistently connect the products back to the core values of nature, sustainability, connection, and wellbeing. Explain how the products help achieve a more mindful and comfortable lifestyle.
• •Maintain an Authentic Voice: Let the passion of the founders and the brand's New Zealand heritage shine through. Avoid overly corporate or generic language. Share the story.
• •Focus on Aspiration and Lifestyle: Position the products not just as items, but as key elements in creating a beautiful, serene, and inviting home environment. Use imagery and words that inspire.
• •Educate Gently about Sustainability: Highlight the natural and eco-friendly aspects of sheepskin and the brand’s practices without being preachy. Emphasize the positive choice customers are making.

Social Perception

High-End & Desirable, Eco-Conscious Choice, Comfort & Coziness Embodied, Proudly New Zealand, Advocates for Wool

Copy Examples

• •Headline: Sink into Nature's Embrace. Body: Discover the unparalleled comfort of Wilson & Dorset. Our pure New Zealand sheepskin pieces are more than just homewares; they're an invitation to slow down, reconnect, and transform your living space into a sanctuary of natural luxury.
• •Headline: Crafted for Life. Designed for Living. Body: At Wilson & Dorset, we believe in pieces that last. Ethically sourced and meticulously crafted, our sheepskin treasures bring timeless style and sustainable comfort to the heart of your home. Feel the difference true nature makes.
• •Headline: The Art of Slow Living, Woven in Wool. Body: Reimagine your space with textures that soothe and inspire. Wilson & Dorset offers a return to the primal, a tactile connection to the wild beauty of New Zealand, designed to restore your spirit, one luxurious moment at a time.
• •Headline: Consciously Cozy. Irresistibly Wilson & Dorset. Body: Indulge in the pure, natural warmth of sheepskin, knowing you've chosen a path of sustainability. We're passionate about wool, from its inherent beauty to its gentle impact on the earth. Experience homewares that feel good, inside and out.
• •Headline: Beyond Comfort. It's a Feeling. Body: It’s the gentle curl of the fibre, the deep sense of calm, the quiet luxury that settles into your everyday. Wilson & Dorset isn't just about sheepskin; it's about curating moments of pure, unadulterated comfort that speak to your soul.