Brand Tone

aspirational, conscious, community-focused, ethical, encouraging, and simple

Brand Values

• •Sustainability
• •Effectiveness
• •Simplicity
• •Community
• •Accessibility & Value

Best Practices

• •Lead with the Mission
• •Use Empowering Language
• •Champion Simplicity
• •Balance Purpose and Performance
• •Cultivate Community

Social Perception

Positive among environmentally aware professionals and families; perceived as an enabler for an easy and accessible sustainable lifestyle; aligns with the shift towards natural, low-toxicity, and biodegradable products; addresses concerns about plastic waste through refillable and plastic-free options.

Copy Examples

• •A Powerful Clean That's Safe for Your Family and the Planet. Spills and messes are a part of life. Plastic waste doesn't have to be. Discover E.sup's soda-based cleaners—just add water for a sparkling, non-toxic clean. Join the E.sup community and make your home a cleaner, safer space.
• •Your sustainable cleaning routine, simplified. Powder. Water. Clean. That’s all it takes to get a powerful, plastic-free clean with E.sup. Join our community for a cleaner home and a cleaner world. #SustainableLiving #EcoFriendlyHome #PlasticFree
• •Bundle & Save for a Cleaner World. Ready to make an even bigger impact? Our cleaning bundles give you everything you need to go plastic-free in your home, while saving you money. Stock up on conscience, not chemicals.
• •CLEANER HOME. CLEANER WORLD. Experience the revolutionary power of soda-based cleaning. Effective, sustainable, and delivered to your door.
• •Everything You Need to Start Cleaning with Conscience. This is where your journey to a plastic-free home begins. Our Soda Starter Kit includes our signature reusable bottles and a supply of our powerful, all-natural cleaning powders. Just add water and unlock a powerful clean that's gentle on the earth.