Brand Tone

Authoritative, Reassuring, Health-conscious, and focused on family well-being and self-sufficiency.

Brand Values

• •Health and Safety
• •Self-Sufficiency and Preparedness
• •Sustainability and Economy
• •Quality and Durability
• •Purity

Best Practices

• •Lead with Trust and Authority: Use confident and reassuring language. Reference technical specifications and test results to build credibility, but ensure claims are transparent and defensible.
• •Focus on "Peace of Mind": Emphasize the emotional benefit—safety, security, and care for one's family. Connect the product not just to water, but to a healthier, more secure lifestyle.
• •Highlight Self-Sufficiency: Frame the product as an investment in independence. Use words like "control," "reliability," and "preparedness" to appeal to consumers who value being ready for anything.
• •Balance Science with Simplicity: While technical data is important for authority, translate it into clear, tangible benefits for the user (e.g., "better tasting coffee," "safer water for your children").
• •Embrace the Eco-Economic Angle: Consistently remind the audience of the dual benefits of reducing plastic waste and saving money over the long term. This broadens the appeal beyond just health and preparedness enthusiasts.

Social Perception

Polarized; viewed positively by loyal customers as essential and top-tier, but also met with skepticism due to lack of third-party certifications and performance claims.

Copy Examples

• •Pure Water, Safe Life. Your daily shield against water uncertainties. Discover Berkey.
• •From your kitchen to an outdoor adventure, pure water is always with you. Our systems work without electricity, guaranteeing you safety and hydration everywhere. #BerkeyItalia #AcquaPura #Sostenibilità #Avventura
• •Your family's health starts with a glass of water. With Berkey, you eliminate heavy metals, pesticides, and bacteria, not essential minerals. A small gesture for great protection. #BerkeyPerLaFamiglia #Salute #AcquaSicura
• •Tired of buying bottled water? The solution is in your tap.
• •Not just a filter: 5 ways Berkey improves your daily well-being.