Copy Showcase
GOONDIWINDI COTTON
“We love the concept of the new ‘My Darling’ collection. It’s so good. Every collection and range can connect back to the tagline: fabric of the region.”
Heritage-rich copy for nationwide brand elevation
The BRIEF
An Australian clothing label rich in history, Goondiwindi Cotton had decades’ worth of reputation, but lacked significance in its voice. As the brand evolved, their natural cotton product fabrication and local Queensland roots became inimitable strengths — but this compelling position was not being effectively communicated to customers. Moving through verbal elevation simultaneously with visual, we led Goondiwindi Cotton through brand voice development that infused memory and meaning into every recognisable line.
THE COLLABORATION
Brand Voice / Taglines / Website Copy / Collection Names / Product Descriptions / Campaign Copy / Out of Home Ads / Social Content
The APPROACH
Every word became an ode to the historic Queensland region. Setting sights on the brand’s future, while eloquently weaving it with the past, we crafted descriptions that blended a sense of sophistication with the rustic locale, such as ‘each piece is intertwined with heritage, but modern in shape and spirit’ and ‘a collection that reflects our regional roots’. From a collection titled ‘My Darling’, referencing the Darling Downs region; product-related phrases including ‘homegrown cotton’ and ‘grounded in nature’; to taglines such as ‘the gateway to our roots’, we strategically wove heritage into the brand’s communications — without sounding outdated or like a relic of times past.
“This has come together so well — thank you.”
Carly Stirling, brand transformation consultant for Goondiwindi Cotton
The COPY
The RESULTS
What began as a copywriting project turned into strategic brand positioning. We crafted the tagline ‘fabric of our region’ to guide the brand’s communication and competitive position, wherein collections such as ‘My Darling’ will spotlight the diverse beauty of the Queensland region. Armed with strong copy direction and a refreshed marketing approach, Goondiwindi Cotton now reflects its regional roots and heritage-rich brand story in ways that rise above the rest.
Request BESPOKE CREATIVE WORK for YOUR BRAND
The Lovenote copy studio defines strategically creative brand voices and clear, conversational copy across platforms. We specialise in ecommerce and product-based copywriting and aim to foster unshakeable fan culture for your brand.
