Brand Tone

Elegant & Sophisticated, Nostalgic & Authentic, Conscious & Responsible, Timeless & Confident, Approachable Luxury

Brand Values

• •Timeless Design: Creating pieces that are not tied to fleeting trends, with a focus on sculpture and foundational balance.
• •Uncompromising Quality: Using high-quality, durable materials like ECONYL® and emphasizing meticulous production.
• •Family Heritage: The brand's story is deeply rooted in its family origins and intergenerational revival.
• •Sustainability & Responsibility: Commitment to eco-friendly manufacturing, using recycled materials, and producing in limited quantities. Also, social responsibility through initiatives like supporting White Ribbon.
• •Authenticity & Freedom: Staying true to their design roots and the "unbridled spirit of the 90's," designing without external influence.

Best Practices

• •Embrace the Heritage: Always weave in the brand's authentic story – the 90s origins, the family revival, and the commitment to original design principles. This builds trust and differentiates the brand.
• •Highlight Quality and Craftsmanship: Use descriptive language that evokes the feel of the fabrics (e.g., sculptural, compressive, sleek matt finish, soft sheen) and the thoughtfulness of the design.
• •Champion Sustainability Naturally: Integrate messaging about sustainable practices (ECONYL®, small drops) as a core brand tenet, not just an add-on. Explain the "why" behind it – for longevity and for future generations.
• •Speak with Quiet Confidence: The tone should be assured and sophisticated, but also warm and inviting. Avoid overly casual slang but don't be afraid to be engaging, especially on platforms like TikTok. Let the quality and design speak for themselves.
• •Visual and Verbal Harmony: Ensure the copy consistently aligns with the brand's visual aesthetic (minimalist, elegant, often coastal). The words should paint a picture that matches the imagery.

Social Perception

Respected Heritage, Quality and Style Conscious, Ethically Minded, Emerging Relaunch, Australian Identity

Copy Examples

• •Headline: Rediscover the Spirit of the 90s. Timeless Swimwear, Reimagined. Body: Born from an era of effortless elegance, C.DESIGN returns. Authentic 90s designs meet contemporary minimalism and sustainable practices. Wear the legacy. (Tone: Nostalgic, Elegant, Conscious)
• •Headline: Sculpted by Heritage. Crafted for Forever. Body: Each C.DESIGN piece is a tribute to our family's passion for design and the timeless allure of the Australian coast. Made with ECONYL® regenerated nylon, because true style endures. (Tone: Authentic, Timeless, Responsible)
• •Headline: More Than Swimwear. A Statement. Body: Confidence woven into every stitch. Our Structured Collection, inspired by original 90s patterns, offers sculptured classics designed to empower. Elegance that feels as good as it looks. (Tone: Confident, Sophisticated, Empowering)
• •Social Media Post (Image: Model in C.DESIGN swimwear on a serene beach): Caption: "The ocean called. We answered with timeless design and a commitment to protecting its beauty. Our latest collection, crafted from recycled materials, is here. Dive into conscious elegance. #cdesignau #SustainableSwim #90sInspired #TimelessStyle" (Tone: Conscious, Elegant, Aspirational)
• •Product Description Snippet (for a classic Maillot): The iconic [Maillot Name], a C.DESIGN original from our 90s archives, now beautifully recreated. Featuring [specific design detail] and our signature compressive, yet comfortable, eco-friendly fabric. Designed to be cherished for seasons to come. (Tone: Authentic, Quality-focused, Timeless)