Brand Tone

Conscious & Responsible, Informative & Empowering, Positive & Optimistic

Brand Values

• •Sustainability
• •Safety
• •Effectiveness
• •Value/Cost-Effectiveness
• •Transparency
• •Innovation

Best Practices

• •Use simple, direct language, avoiding overly technical or scientific terms.
• •Focus on the benefits to the consumer: saving money, reducing waste, keeping their family safe.
• •Showcase the ingredients in a relatable way, highlighting their natural origins.
• •Emphasize the environmental impact, but keep it positive and action-oriented.
• •Be Authentic and Transparent: Share your brand story, your commitment to sustainability, and be open about your ingredients and processes.

Social Perception

Innovative, effective, and environmentally responsible. Trustworthy due to commitment to natural ingredients and transparency.

Copy Examples

• •Powerful, plant-based cleaning that’s kind to your wallet and our world.
• •Clean your home without harming the planet. Our dissolvable tablets are the future of cleaning.
• •Safer for your family, safer for the Earth. Made with plant and mineral-based ingredients.
• •Refill, Reuse, Reduce: Join the cleaning revolution and say goodbye to single-use plastic bottles.
• •Effective cleaning, naturally. Experience the power of plant-based ingredients for a spotless home.