Brand Tone

Masculine, Confident, Natural, Authentic, Aspirational, Empowering, Direct, Solution-Oriented.

Brand Values

• •Quality: High-quality beard products, achieved through finest all-natural ingredients and handcrafted small batches.
• •Natural Ingredients: Emphasis on all natural positioning this as a key differentiator and guiding principle.
• •Efficacy: Products that genuinely promote growth, to nourish, to shape and style beards effectively.
• •Empowerment: Helping men achieve their desired beard and the confidence that comes with it.
• •Affordability: The goal of creating products that were affordable.
• •Local: Proudly handcrafted in Johannesburg and catering to men all over South Africa highlighting a local identity.

Best Practices

• •Highlight Natural Ingredients & Local Craftsmanship: Always bring the focus back to the all-natural ingredients and the handcrafted in Johannesburg aspect.
• •Use Masculine & Confident Language: Employ strong verbs and confident statements that resonate with a masculine audience. Avoid overly technical language; focus on the benefits.
• •Emphasize Transformation & Empowerment: Frame products as solutions that empower them to achieve their grooming goals.
• •Address Common Beard Problems Directly: Clearly state the problems that your products solve (itchiness, dryness, slow growth) and position them as the ideal solution.
• •Incorporate Customer Testimonials: Feature positive reviews that highlight the efficacy and scent of your products.

Social Perception

Positive perception of product efficacy, appreciation for natural ingredients, masculine appeal, mostly good scents, trustworthy local handcrafted aspect, but currently inaccessible due to being sold out.

Copy Examples

• •Unleash your true masculinity with Primal Beard's all-natural beard oil. Handcrafted in Johannesburg to transform your beard into a symbol of strength.
• •Tired of beard itch? Our beard balm, made with the finest natural ingredients, will tame the unruliest beard while nourishing your skin.
• •Grow the beard you deserve. Primal Beard's growth serum is packed with Jamaican black castor oil to promote healthy, strong growth.
• •Experience the Primal Beard transformation – strong, soft, and undeniably masculine.
• •Handcrafted in Johannesburg, Primal Beard products use only the finest all-natural ingredients to keep your beard looking and feeling its best. Proudly South African.