Brand Tone

Authentic, Nurturing, and Principled

Brand Values

• •Natural and High-Quality Ingredients
• •Ethical and Environmental Responsibility
• •Handmade and Traditional Craftsmanship
• •Health and Well-being
• •Local and Authentic Connection

Best Practices

• •Lead with the 'Why': Always connect the product back to the brand's origin story—the search for a natural solution for sensitive skin. This reinforces the core values of health and care.
• •Anchor the Brand in Donegal: Consistently use descriptive language that evokes the Irish landscape. Mention foraged ingredients, the local community, and the 'Donegal Hills' to strengthen the brand's unique sense of place.
• •Highlight Ethical Commitments: Regularly mention the 'Palm Oil Free' certification and other sustainable practices (like minimal energy use and plastic reduction). This is a key differentiator and resonates strongly with the target audience.
• •Use a Nurturing, Educational Tone: Frame the copy around educating the customer about skin health and the benefits of natural ingredients. Phrases like 'Skin is our largest organ' position the brand as an expert and a trusted source.
• •Emphasize the 'Handmade' Process: Talk about the small-batch, handcrafted nature of the products. Use words like 'handcraft,' 'mixer and maker,' and 'made with loving care' to create a sense of personal touch and quality craftsmanship that machines cannot replicate.

Social Perception

Highly-Praised and Trusted. Customers frequently praise product efficacy, quality, excellent customer service, ethical appreciation, and the authenticity and passion invested in the products, leading to strong brand loyalty.

Copy Examples

• •From the Donegal hills to your hands. Every bar of our soap is handcrafted with botanicals foraged from our wild, rugged landscape. This isn't just skincare; it's a piece of Ireland. #NourishYourWildSide
• •Breathe in, breathe out. Our Lavender & Meadowsweet soap, speckled with real lavender buds, is a calming escape in a bar. Made with creamy goat's milk from a local farmer, it’s designed to soothe your skin and your mind. Pure, gentle, and always palm oil-free.
• •We started this journey for one reason: to create skincare that was truly kind. Kind to our skin, and kind to our planet. That’s why we were the first Irish company to be certified palm oil-free. It’s a promise that’s handcrafted into every bar we make.
• •Handmade with purpose. Inspired by nature. Our soaps are a holistic approach to skin vitality, created to help you feel comfortable in your own skin. Naturally.
• •Upgrade your daily ritual. Our men's grooming collection is crafted with the same nourishing butters and natural oils as our classic soaps, providing a superior, skin-friendly experience without the harsh chemicals. For a shave that’s as good for your skin as it is for your morning.