Brand Tone

Nurturing & Caring, Natural & Wholesome, Authentic & Passionate, Sensory & Evocative, Friendly & Approachable

Brand Values

• •Natural Well-being
• •Quality & Craftsmanship
• •Australian Made & Sourced
• •Self-Care Advocacy
• •Ethical Practices
• •Authenticity & Transparency

Best Practices

• •Emphasize "Natural" and "Handcrafted": Consistently highlight the use of natural ingredients, pure essential oils, and the small-batch, handcrafted nature of the products.
• •Use Sensory Language: Appeal to the senses by describing the beautiful aromas, luxurious textures, and the feeling of calm and relaxation the products provide. Use words like "nourish," "soothe," "rejuvenate," "pamper."
• •Incorporate the Australian Identity: Subtly remind customers of the brand's Australian roots, highlighting "Australian-made" and "locally sourced ingredients" where appropriate, as this is a positive perception point.
• •Focus on "Moments of Joy/Serenity": Frame self-care not as an indulgence but as a necessary and accessible part of everyday life, creating "little moments of joy and balance."
• •Maintain a Friendly & Approachable Tone: Communication should be warm, engaging, and responsive, reflecting the brand's customer-focused approach.

Social Perception

High-Quality Provider, Trustworthy & Authentic, Aspirational yet Accessible Luxury, Sensory Delight, Caring & Customer-Focused, Eco-Conscious

Copy Examples

• •Elevate your everyday moments with Calm & Cozy.
• •Discover our handcrafted collection of natural self-care products, made with love in Australia.
• •Transform your shower into a spa-like experience with our Breathe Easy shower steamers.
• •Indulge in the luxurious feel of our vegan coconut milk bath, a treat for your skin and senses.
• •Explore the new arrival!