Brand Tone

Caring, Supportive, Passionate, Enthusiastic, Approachable, Friendly, Expert, Knowledgeable, Proudly Australian, Stylish, and Quality-Conscious

Brand Values

• •Giving Back/Social Responsibility
• •Quality
• •Customer Satisfaction/Service
• •Australian Identity/Support Local
• •Style and Self-Expression
• •Heritage and Experience

Best Practices

• •Always Weave in the "Why": Beyond selling hats, consistently mention the "Support Aussie Heads" initiative and the partnership with Support Act. This reinforces the caring and socially responsible values.
• •Use "Aussie" Vernacular Appropriately: Incorporate friendly, slightly informal Australian phrasing where suitable (e.g., "your noggin," "ripper," but maintain professionalism). Balance approachability with expertise.
• •Emphasize Expertise with a Human Touch: Highlight the years of experience and knowledge in fitting hats, but frame it as a helpful, personalized service rather than being purely transactional.
• •Focus on the "Feel Good" Aspect: Connect wearing their hats not just to looking good and functionality, but also to the positive feeling of contributing to a good cause and expressing personal style.
• •Maintain a Passionate and Positive Voice: Let the genuine enthusiasm for hats and the mission shine through in all communications. Avoid overly formal or generic corporate language. Share the joy and confidence a good hat can bring.

Social Perception

Positive customer feedback, Respected local business, Associated with expertise, Socially conscious

Copy Examples

• •Headline: Top Off Your Look, Lift Up a Life. Body: Find your perfect Aussie-designed hat today. Style that feels good, and does good. For every hat sold online, we give $1 to Support Act, helping Aussie musicians in need. #LookGoodFeelGoodDoGood
• •Headline: More Than Just a Hat. It's a Statement. It's Support. Body: For 40 years, we've been helping heads find their perfect match. From stylish fedoras to sun-smart panamas, discover quality that speaks volumes. And with every online purchase, you're supporting Aussie mental health.
• •Headline: Got a Head? We've Got THE Hat. (And a Whole Lot of Heart). Body: Our expert team at The Hat Project has a knack for finding the ideal fit and style for everyone. Visit us online or at Queen Vic Market and experience the difference. P.S. You’ll also be supporting a great cause!
• •Headline: Aussie Owned. Aussie Designed. Aussie Giving. Body: We're passionate about quality headwear and supporting our community. That’s why $1 from your online hat purchase goes directly to helping Australian artists through Support Act. Style with a conscience.
• •Headline: Your Perfect Hat is Waiting (And It Makes a Difference). Body: Protect yourself from the elements, express your unique style, and contribute to mental wellness in the Aussie music scene. Explore our collection – from timeless classics to the latest trends.