Brand Tone

Expert & Trustworthy, Humorous & Approachable, Caring & Empathetic, Direct & Informative, Innovative & Solution-Oriented

Brand Values

• •Efficacy & Quality
• •Health & Well-being
• •Transparency & Authenticity
• •Customer-Centricity
• •Innovation
• •Empowerment

Best Practices

• •Embrace the "Dr. Steve" Persona: Write as if Dr. Steve (the knowledgeable, slightly humorous, and caring pharmacist) is speaking directly to the audience. Use "I" and "we" where appropriate to build that connection.
• •Balance Expertise with Approachability: Explain the science in simple terms, but don't dumb it down. Inject humor and relatable scenarios to make the expert advice more engaging and less intimidating.
• •Weave in the "Why": Subtly connect the product benefits back to the brand's values and mission, especially the focus on well-being and the effort to destigmatize mental health. This adds depth and authenticity.
• •Be Direct and Benefit-Oriented: Clearly state what the product does and how it solves a problem for the customer (e.g., avoids jitters, provides sustained focus, convenient). Use strong, active verbs.
• •Maintain a Consistent Voice Across Platforms: Whether it's website copy, a blog post, a social media caption, or an email, ensure the tone remains recognizable as Dr. Steve's. Develop a simple style guide if multiple people are creating content.

Social Perception

Positive Impact on Focus & Energy, Convenience, Taste Variation, Credibility, Niche Product, Health Conscious Appeal

Copy Examples

• •Headline: Tired of caffeine that plays Jekyll and Hyde with your energy levels? Body: Meet Dr. Steve's Caffeine Melts. All the awesome focus, none of the "OH NO" crash. Crafted by a real pharmacist (hi, that's me!) who believes your brain deserves better. Sublingual power, zero coffee breath. Ready to Focus and Be Awesome®?
• •Headline: Your 3 PM Slump Just Met Its Match. (And It's Not Another Sugary Disaster). Body: Ditch the jitters and the endless bathroom breaks. Dr. Steve's Caffeine Melts deliver clean, sustained focus that dissolves right under your tongue. Because life’s too short for bad caffeine and unproductive afternoons. Handmade, science-backed, and actually tastes good (unless you're a super taster, we've got you covered too!).
• •Headline: Focus So Good, It Feels Like a Cheat Code. (But It's Just Science, Folks!) Body: Dr. Steve here. As a pharmacist, I got tired of caffeine products that promised the world and delivered… well, a panic attack. So I made Caffeine Melts®. Fast-acting, long-lasting focus without the drama. Plus, we’re on a mission to make talking about mental health as normal as needing a caffeine boost. Win-win.
• •Headline: Caffeine Reimagined. Productivity Unleashed. Sanity Preserved. Body: Stop brewing, chugging, and regretting. Dr. Steve's Caffeine Melts offer a smarter way to get your focus. Precisely dosed, over 75 flavors, and designed to help you conquer your day, not just survive it. Experience the difference when a pharmacist creates your caffeine.
• •Headline: More Than Just Caffeine. It’s Your “Get Stuff Done” dissolving superpower. Body: From a messy closet to that big work project, Dr. Steve's Caffeine Melts are here to help you FABA (Focus and Be Awesome®!). We believe in awesome days, and sometimes that starts with a little melt-in-your-mouth support. P.S. We’re also serious about destigmatizing mental health, because being awesome includes taking care of your mind.