Brand Tone

Calm, caring, and reassuring; friendly and informative; positioned as a knowledgeable and empathetic friend. Language is gentle and encouraging, avoiding clinical jargon in favor of accessible explanations, with a touch of modern relatability.

Brand Values

• •Well-being & Self-Care
• •Trust & Quality
• •Empathy & Authenticity
• •Gentleness & Natural Approach

Best Practices

• •Always lead your copy from a place of understanding, showing empathy for the customer's struggle.
• •Consistently use words like "gentle," "calm," "soothing," "unwind," and "slow down" to reinforce the product's non-aggressive nature, avoiding harsh or urgent terms.
• •Frame the use of the product not just as a supplement, but as part of a "ritual," a "habit," or a "quiet moment" to elevate the experience to an act of self-care.
• •When explaining ingredients, present information simply and clearly, focusing on the benefit rather than just the scientific name, balancing information with reassurance.
• •Maintain a consistent core message and caring tone across all platforms, adapting the format (e.g., memes on TikTok) while ensuring the voice aligns with wellness, gentleness, and empathy.

Social Perception

Perceived as an effective, trustworthy, and pleasant-tasting sleep aid. Customers frequently praise its effectiveness and taste. Seen as a high-quality, local Canadian company with a modern, lifestyle-oriented appeal, adaptable into wellness mocktails.

Copy Examples

• •Your nightly invitation to unwind. The day is done. Let go of the to-do lists and the mental hamster wheel. Our gentle, sugar-free sleep syrup is here to help you create a quiet moment just for you. A simple ritual to help you relax, drift off, and wake up ready for a better day. #Célean #SleepRitual #Unwind #SelfCare #BetterNights
• •The sleep you deserve is just a sip away. Struggling to switch off at night? You're not alone. Célean is a gentle, Canadian-made sleep aid designed to help you relax naturally. With Melatonin, GABA, and L-Theanine, it's your sugar-free secret to better nights and brighter mornings. Click to learn more and get 15% off your first order! #SleepAid #MadeInCanada #Relaxation #BetterSleep
• •"I'll just rest my eyes for 5 minutes" -> *3 hours later* -> "My sleep schedule is an abstract concept." It's time to break the cycle of exhaustion. Our sleep syrup helps you create a real bedtime routine that actually works. Sweet dreams are made of this. ✨ #SleepTok #TiredAF #BedtimeRoutine #CéleanSirop #SelfCareJourney
• •Better Sleep, Better Living. Rediscover restful nights with our gentle, sugar-free sleep syrup. Proudly made in Québec.
• •An evening invitation (and a wellness tip) from Célean. Hi [Name], what if tonight, you put yourself at the top of the list? We believe a good night's sleep is the ultimate act of self-care...