Brand Tone

Professional, Scientific, and Reassuring

Brand Values

• •Scientific Innovation
• •Quality and Safety
• •Relief and Comfort
• •Trust and Authority

Best Practices

• •Lead with the Problem: Start copy by addressing the customer's pain point directly (e.g., "Tired, gritty eyes?," "Digital screen fatigue?"). This shows empathy and captures the attention of the target audience.
• •Emphasize Science and Safety: Always reinforce the brand's credibility by mentioning its scientific formulation, preservative-free nature, and high manufacturing standards. This is a key differentiator and builds trust.
• •Use a Reassuring and Professional Tone: Avoid overly casual or playful language. The tone should be consistently professional, calm, and authoritative, like that of a trusted healthcare provider.
• •Focus on the Benefit, Not Just the Feature: Instead of just saying "1% Sodium Carmellose," explain the benefit: "Formulated with 1% Sodium Carmellose for longer-lasting lubrication and superior end-of-day comfort."
• •Maintain a Clear Hierarchy of Information: In all copy, present the most critical information first: what the product is, who it's for, and the primary benefit it provides. Follow this with supporting details about the science and quality. This ensures the key message is always delivered effectively.

Social Perception

The brand is perceived as a credible, effective, and reliable solution for dry eye relief, valued for its effectiveness and comfortable, preservative-free nature, despite some minor issues with bottle dispensing.

Copy Examples

• •Staring at a screen all day? Your eyes deserve a break. Find lasting relief from digital eye strain with i-dew's scientifically formulated eye drops. Feel the comfort, see the difference.
• •Don't let dry eyes ruin your comfort. i-dew Hydrate is a preservative-free solution designed for contact lens wearers. Keep your eyes lubricated and irritation-free from morning to night. Shop now for a clearer, more comfortable day.
• •What makes i-dew different? It’s our innovative, gel-forming technology. Designed to provide longer-lasting lubrication and superior comfort, especially for night-time use. Trust the science to rejuvenate your eyes while you sleep. #EyeCare #DryEyes #ScienceOfSight #Health
• •Experience advanced relief with i-dew DS Aquagel Eye Drops. Formulated by eye care experts, this double-strength, preservative-free formula provides essential nourishment to the ocular surface. Ideal for tackling severe dryness and irritation from environmental factors. Manufactured to the highest quality standards for your peace of mind.
• •i-dew: Intelligent care for modern eyes.