Fella has grown to become one of Australia’s (and the world’s) leading luxury swimwear brands. Fella is represented by over 40 independent online stores, as well as in over 70 retail locations around the world. The Fella philosophy centres on uncompromising quality, timeless beauty, sustainable manufacturing, as well as being practical and flattering—for every woman.

Despite having a strong visual brand, Fella hadn’t yet defined certain brand identity pillars which meant there was no cohesion when communicating Fella’s difference and value in the market.

“The big challenge is selling a product that someone can't physically touch and try,” Rosie Iffla, Fella Swim’s founder and creative director, says. “Building a strong identity is core to building that trust. And while we had a strong brand image identity, we didn’t have a strong brand voice.”

I was brought on board to help the founders and the team clarify the brand’s identity (what to say) as well as a strong brand voice (how to say it) with added templates and examples for writing on-brand for every touchpoint. This allowed a few things. One, every team member could communicate authentically and effectively on behalf of the brand. Two, they could use the clearly defined story to roll-out copy across all channels to build consistency, trust and sales. 

Deliverables

• Brand message guide
• Brand voice and tone guide
• About page

Audience

• Modern, timeless, down-to-earth, go-getter, independent, quietly confident

Voice

• Casual, smart, tongue-in-cheek

Industry

• Fashion

Origin story

Rosie Iffla and Christine Tang didn’t like the mass-market, fast-fashion, girly swimwear that fitted only one physique.

So they decided to make something they and their friends would love to wear. Something with a design-pedigree. And something that would support, last, and flatter a woman’s body: the individual curves and beautiful quirks. And even the post-long-table-lunch tummy.

That led to designing the first collection: an array of pieces that celebrated clean and retro lines, simple silhouettes, textured fabrics, and bottoms that cover the bottom.


Soon after, the friends built a tiny (and ethically-run) factory in Bali, sourced luxurious materials and not-your-usual prints from around the world and,  in 2013, revealed the first collection.


To cater to every individual, the collections were hand-made to order, as well as designed in a way where women could mix and match bottoms and tops. This way, the swimwear really would look and feel good on every shape and size.


The pieces were widely acclaimed. And so Fella was born.


While still owner-operated with a tight-knit team, Fella has grown to become one of Australia’s (and the world’s) leading luxury swimwear brands. Fella is represented by over 40 independent online stores, as well as in over 60 retail locations around the world.

The Fella philosophy centres on uncompromising quality, timeless beauty, sustainable manufacturing, as well as being practical and flattering—for every woman.

Value pillars

Thoughtful design
There are trends you look back on that are ridiculous, laughable, bound in questionable taste.

Fella, on the other hand, is the type of brand your mother and grandmother could have worn. And the type, we hope, your daughters and granddaughters will wear, too.

This sense of timelessness and good taste extends to other areas, as well: the locations, the architecture, the words, the photography.

You see, following fads is easy. Creating or saying something that will remain relevant for decades is hard.

But Fella is more than just aesthetics. After all, thoughtful design is about versatility and function, too.

We want women to feel comfortable, to not feel constricted.

That is why Fella is a stickler for design without being a stickler, at large. So when communicating, we demonstrate fine taste but not in an elitist way. We’re no fuss, too.

About page

Good Fellas: 

They bring out the best in you, celebrating the parts that ought to be celebrated. But they also know what to keep under-wraps, so you never feel exposed.

They support you, in other words, hold you in the way you want to be held. And yet, good Fellas are never smothering, never restricting.

You can still run free.

They can do this, of course, because they pay close attention to your needs. They’ve got substance. Made of the stuff that makes this world a better place. Like you.

And the best thing is, they stick around. So your friendship will last the distance. You deserve a good Fella.

[So go find yours] Button that takes you to the shop.