Brand Tone

Natural, minimalist, and educational, with a calm and gentle voice that emphasizes 'less is more' and handcrafted quality. The language is simple, direct, and informative.

Brand Values

• •Gentle on People
• •Gentle on the Environment
• •Effective and Affordable
• •Quality and Handcrafted
• •Simplicity and Minimalism

Best Practices

• •Always use clear, concise language, avoiding jargon, to reflect the 'less is more' philosophy.
• •Frame product benefits around core brand values: gentle on people, gentle on the environment, effective, and handcrafted.
• •Use every piece of copy as an opportunity to inform and educate customers about ingredients and sustainable living.
• •Maintain a reassuring and serene voice using words like 'gentle,' 'nourishing,' and 'pure,' while avoiding aggressive sales language.
• •Weave in the brand's origin story, founder, and local context where appropriate to build authenticity and deeper customer connection.

Social Perception

Very positive, aligning with the growing consumer demand for sustainable, natural, and locally-made products. Perceived as authentic, transparent, and community-oriented, indicating high demand and a loyal customer base. It is a respected brand within the eco-conscious community in South Africa.

Copy Examples

• •Your skin deserves the purity of nature. Introducing our new Avocado & Kalahari Melon Face & Body Oil. Just two potent, natural ingredients to deeply nourish and restore your skin's glow. Because true skincare isn't complicated. #CapeOfStorms #NaturalSkincare #LessIsMore #HandcraftedBeauty
• •Tired of harsh chemicals in your home? Make the switch to our Oxygen Bleach. Powerful, effective, and made from a single, biodegradable ingredient. Gentle on your clothes, your family, and our planet. Discover the simple power of nature. #SustainableLiving #EcoHome #CapeOfStormsZA #GentleCleaning
• •Unlock the Art of Natural Beauty. Join our Mineral Makeup Workshop and learn to create your own custom, skin-loving products. A hands-on experience guided by our founder, Febe Wessels. Reserve your spot and embrace the beauty of simplicity. #Workshops #HandmadeCosmetics #DIYBeauty #CapeTownEvents
• •Simplify your laundry routine with our all-natural Laundry Powder. Formulated with just a few effective ingredients to be tough on dirt but gentle on fabrics and the environment. Pin this for your guide to a greener, cleaner home. #EcoFriendly #NaturalLiving #ZeroWasteHome #CapeOfStorms
• •Stay fresh, naturally. Our handcrafted deodorant is made without aluminum, synthetics, or perfumes. We believe in harnessing the power of simple, effective ingredients to work with your body, not against it. Gentle care for sensitive skin. #NaturalDeodorant #CleanBeauty #Handmade