Brand Tone

Approachable, Innovative, and Confident

Brand Values

• •Sustainability
• •Freedom
• •Innovation
• •Quality

Best Practices

• •Lead with the 'Why,' Not Just the 'What': Start with the core values of freedom, sustainability, and innovation before diving into technical features. Frame the product as a key to a better lifestyle.
• •Speak the Audience's Language: Use terms and reference points that the target audience (van-lifers, boat owners, off-gridders) understands and relates to, such as 'rig,' 'build,' 'off-grid,' and 'Leave No Trace.'
• •Balance Wit with Authority: Maintain the slightly cheeky, personable tone, but always back it up with solid, factual information about the product's benefits and the brand's mission. This builds a connection without sacrificing credibility.
• •Amplify Customer Voices: Continuously leverage the powerful testimonials and reviews in marketing copy. Phrases like 'zero issues with any smells' and 'customer support is amazing' are your most powerful marketing assets.
• •Educate to Eliminate Doubt: Proactively address common hesitations (smell, emptying, installation) with clear, simple, and honest content. Position the brand as a helpful guide, not just a seller.

Social Perception

Respected Innovator and Trusted Supplier

Copy Examples

• •Less time worrying about waste. More time for the view. The Cuddy Composting Toilet—Go anywhere.
• •Your off-grid adventure shouldn't leave a trace. Our waterless, chemical-free toilets save the planet, one trip at a time. Join the Compo Crew and make your journey a sustainable one. #CompoCloset #SustainableLiving #VanLifeUK
• •Designed by van-lifers, for van-lifers. The Cuddy's compact, square design fits flush against any wall, saving you precious space without sacrificing comfort. No awkward gaps, no wasted inches—just a smarter, sleeker solution for your tiny home on wheels.
• •The #1 Myth About Composting Toilets (And Why It’s Wrong)
• •Let's talk about the elephant in the van: the toilet. If you think composting toilets are complicated or smelly, we're here to change your mind. We believe in making sanitation simple, clean, and better for the planet. Here’s exactly how our system works, with no mess and no stress.