Brand Tone

The brand's tone is aspirational, educational, and nurturing. It seeks to empower customers on their wellness journey. The language is sophisticated yet accessible, blending scientific explanations with holistic and mindful concepts. It is consistently positive, focusing on self-care, vitality, and balance rather than "anti-aging" or aggressive health claims. The overall feel is one of a trusted, knowledgeable friend guiding the user toward a healthier, more vibrant lifestyle.

Brand Values

• •Sustainability and Ethics
• •Quality and Purity
• •Transparency and Integrity
• •Innovation
• •Holistic Wellness

Best Practices

• •Lead with "Why," Not Just "What": Always connect the product back to the feeling, the ritual, or the benefit. Instead of saying "Our collagen has 18 amino acids," frame it as "Support your body's natural renewal from within..." Explain the purpose behind the ingredients to empower the consumer.
• •Use Aspirational and Inclusive Language: Employ words like "nourish," "radiance," "vitality," "resilience," and "journey." Frame wellness as an empowering and continuous practice, not a problem to be fixed. Speak to a community ("our community," "join the journey") to foster a sense of belonging.
• •Balance Science with Soul: Integrate key scientific terms (e.g., "hydrolysed collagen peptides," "nootropics") with holistic concepts ("ancient wisdom," "daily rituals," "mindful moments"). This appeals to both the evidence-based and the wellness-focused consumer, reinforcing the "Ancient" and "Brave" pillars.
• •Embody Sustainability in Storytelling: Weave the brand's ethical commitments into the narrative naturally. Mentioning "sustainably sourced," "B Corp certified," or "1% for the Planet" in product descriptions and social posts reinforces brand values and justifies the premium positioning.
• •Maintain a Calm and Confident Voice: The tone should never be overly aggressive, salesy, or urgent. It is calm, confident, and educational. Avoid hyperbolic claims and instead focus on providing genuine, helpful information that allows the customer to make a conscious and informed choice.

Social Perception

Ancient + Brave is perceived as a premium, trustworthy, and high-integrity wellness brand. Customers and media alike view it as a leader in the sustainable and ethical wellness space. The association with a female-founder and a largely female team contributes to a perception of empowerment and community. Users see the products as effective and worth the premium price, often highlighting visible results and the enjoyable experience of incorporating them into daily rituals. The beautifully designed packaging is frequently mentioned as something people are proud to display. Its B Corp status and commitment to environmental causes are significant trust signals for a conscious consumer base.

Copy Examples

• •Your morning ritual, redefined. More than just a coffee, it's a moment to pause, nourish, and set the tone for the day ahead. Our organic Coffee + Collagen blend is your daily ritual for sustained energy and inner radiance. How do you start your Brave day? #AncientAndBrave #DailyRitual #WellnessJourney
• •Ancient Wisdom, Brave Innovation. Potent, pure, and sustainable supplements for whole-body wellness. Discover your daily ritual.
• •A moment for you: Inside our most-loved wellness rituals
• •Wellness shouldn't cost the planet. At Ancient + Brave, we create powerful, effective supplements while holding ourselves to the highest standards of sustainability. As a certified B Corp, we believe in nourishing you and nurturing the earth. Discover our story and our award-winning collagen.
• •Effortlessly nourish your body from within. Our True Collagen is tasteless, odourless, and completely pure, designed to dissolve seamlessly into any drink. It’s your foundational ritual for vibrant skin, resilient joints, and the quiet strength that powers your day. A simple act of self-care with profound benefits.