Brand Tone

Earnest, natural, and caring, communicating from a personal, small-business perspective. It is simple, direct, heartfelt, transparent, educational, pure, health-conscious, gentle, and nurturing, emphasizing handmade processes and natural ingredients.

Brand Values

• •Handmade Quality
• •Natural and Non-Toxic Ingredients
• •Sustainability and Eco-Friendliness
• •Family and Community

Best Practices

• •Lead with the "Why," Not Just the "What": Start with the brand's core belief: natural, handmade care. Instead of saying "We sell soap," say "We believe in skincare without compromise." This connects emotionally with the target audience.
• •Use Sensory and Nurturing Language: Incorporate words that evoke gentleness, health, and nature. Use terms like nourish, soothe, pure, gentle, earthy, botanical, handcrafted, fresh, and wholesome to reinforce the brand's natural identity.
• •Always Emphasize "Handmade" and "Small Batch": These are powerful differentiators. Consistently mention that products are "handcrafted in our Philadelphia studio," "made in small batches," or "poured by hand" to highlight the care and quality that mass-produced items lack.
• •Maintain Transparency in Every Message: Be open about the ingredients and the process. Use copy to educate the customer on the benefits of the cold-process method or why coconut apricot wax is a better choice. This builds trust and justifies the premium, artisanal nature of the products.
• •Tell the Founder's Story: Weave the personal narrative of a family-run business into the copy whenever appropriate (e.g., on the "About Us" page, in email newsletters, or social media posts). This humanizes the brand and strengthens the connection with customers who want to support small, passionate creators.

Social Perception

Perceived as a trustworthy, artisanal small brand dedicated to its craft. It receives positive customer feedback and has an engaged but niche following, valuing authenticity and behind-the-scenes transparency over large-scale marketing.

Copy Examples

• •Kind to your skin, kind to the planet. We believe what you put on your body matters. That’s why our soaps are handcrafted in small batches using only organic oils and botanicals—never synthetic fragrances or colors. Feel the difference of a truly natural clean. Tap to shop our junk-free soaps.
• •Your daily dose of gentle nourishment. Transform your shower into a sanctuary with our Coconut Milk Soap. Made with the cold-process method to preserve the benefits of organic oils, this bar deeply moisturizes and soothes sensitive skin. Each bar is handmade with love in our Philadelphia studio. Add to cart for softer, healthier skin.
• •Tired of dry skin from harsh soaps? We make our soap with organic butters... and plant-based ingredients. No toxins. Just pure, handmade goodness. Link in bio to get yours! #handmadesoap #naturalskincare #smallbusiness
• •Subject: See How Your Favorite Candle Is Made. Hi [Customer Name], have you ever wondered what makes our candles burn so clean? We skip the toxic materials and hand-pour every candle using a coconut apricot wax blend in reusable concrete jars. It’s all part of our mission to bring safe, beautiful products into your home. Watch the process and shop the collection.
• •Handmade with Love. Backed by Nature. Discover skincare and home goods crafted with pure, non-toxic ingredients. Shop Small, Shop Douna.