Brand Tone

Friendly and Accessible, Practical and Value-Oriented, Australian and Local, Comfort-Focused

Brand Values

• •Comfort
• •Quality
• •Affordability/Value
• •Inclusivity/Accessibility
• •Australian Owned

Best Practices

• •Always Prioritize "Comfort": Ensure the concept of comfort is woven into product descriptions, social media captions, and ad copy, not just as a word but as a feeling the clothing provides.
• •Keep it Relatable and Down-to-Earth: Use everyday Australian language where appropriate. Avoid overly technical jargon or high-fashion pretentiousness. The tone should feel like a friendly chat.
• •Highlight Value Consistently: Whether it's through price points, special offers, or emphasizing durability and quality for the cost, ensure the value proposition is clear.
• •Be Inclusive in Visuals and Text: Reflect the "all genders and age groups" value in imagery and by addressing a broad Australian audience.
• •Develop a Brand Voice Guide: Create a simple internal guide with key phrases, "do's and don'ts" for language, and examples of on-brand copy to ensure everyone writing for Dorji Australia stays consistent. Reinforce the "Australian Owned" aspect as a point of connection.

Social Perception

Dorji Australia aims to be perceived as a reliable, go-to brand for everyday, comfortable, and affordable clothing for Australian families.

Copy Examples

• •Headline: Your Everyday Comfort, Sorted. Dorji Australia. Body: Life's complicated enough. Getting dressed shouldn't be. At Dorji Australia, we craft comfy, quality clothes for the whole family, without the fuss or the hefty price tag. Because your comfort is our priority, always.
• •Social Media Post: Weekend plans? Whether it's a park run with the kids or a cozy arvo on the couch, do it in Dorji. Our latest collection is packed with easy-wear styles for all Aussies, because comfort and great value should go hand-in-hand. Shop now – link in bio! #DorjiAustralia #ComfortFirst #AussieStyle #FamilyFashion #AffordableQuality
• •Product Description (e.g., for a T-shirt): Meet your new favourite tee! Made with super-soft, breathable cotton, this Dorji classic is designed for all-day comfort. Simple style, great quality, and a price that makes stocking up easy. Because we believe everyone deserves to feel good in what they wear.
• •Email Subject: 🎉 Treat Yourself (and the Fam!) to Comfort – Dorji Deals Inside! Email Body: Hey [Customer Name], discover the Dorji difference! We're all about making comfy, stylish clothes accessible to every Aussie. From kids' play-proof gear to your new work-from-home staples, find quality pieces at prices you'll love. Plus, don't miss our "Buy 2 Get 1 Free" offer on selected items!
• •About Us Snippet: We're Dorji Australia – a Melbourne-based, Aussie-owned brand with a simple mission: to make comfortable, quality clothing available to everyone. We believe that looking good and feeling great shouldn't break the bank. That's why "Your comfort is our priority" isn't just a motto, it's what drives us.