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Aussie Grit Apparel

Defining what our target customers care about, what a day in their life is like, who they interact with, what type of content they may relate to best, and how they may prefer to engage with it allowed us to really understand who we were selling to. It also helped us to align our offer with these specific buyers’ needs and priorities in mind and build engagement that resulted in a profitable relationship.

We created six personas ranging from The Achiever, who has very similar traits to Mark Webber and the values of the brand Aussie Grit Apparel, right through to the Aspirational Core, who are largely influenced by The Achiever but may only connect with one or two of the brand values, be time poor or simply have other priorities in their lives that distract them from practicing, as often as they would like, the sports we design for.


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