Brand Tone

Calm, Nurturing, and Artisanal

Brand Values

• •Mindfulness and Self-Care
• •Connection to Nature
• •Authenticity and Simplicity
• •Handcrafted Quality

Best Practices

• •Lead with the 'Why': Always connect the product back to the core value of mindful self-care. Instead of just listing ingredients, explain how they contribute to a feeling of calm, nourishment, or a soothing ritual.
• •Use Sensory and Gentle Language: Employ words that evoke calmness and nature. Use terms like "gentle," "soothe," "nourish," "infuse," "whisper," and "ritual" instead of more aggressive marketing words like "powerful," "instant," or "miracle."
• •Tell the Founder's Story: Continue to weave Lolly's personal narrative and passion into the brand's communication. This builds authenticity and a personal connection with customers, making the brand more than just its products.
• •Maintain Visual and Tonal Harmony: Ensure that every piece of copy, from a tweet to a product label, aligns with the calm, earthy, and artisanal aesthetic of the brand's visuals. The words should feel like they belong in the photos.
• •Educate Softly: Share the benefits of botanical ingredients in an educational but gentle way. Frame it as sharing wisdom about nature's gifts rather than a hard-sell scientific pitch. This reinforces the values of authenticity and connection to the earth.

Social Perception

A boutique, high-quality, and trustworthy artisanal skincare brand that aligns with a growing consumer trend towards natural, sustainable, and mindfully-created products. It attracts consumers interested in holistic wellness, clean beauty, and supporting small, passion-driven businesses, leveraging the founder's personal narrative for relatability and authenticity.

Copy Examples

• •Pause. Inhale the subtle scent of chamomile and calendula. Our herbal-infused body oil is more than skincare; it's a quiet ritual. Handmade to soothe your skin and soul, inviting a moment of calm into your busy day. #EarthAndFern #BotanicalSkincare #SlowBeauty
• •Lovingly handcrafted in small batches, our Calendula + Chamomile Body Oil is a tribute to the gentle power of nature. We infuse golden calendula and calming chamomile into a base of nourishing oils to create a formula that deeply hydrates and soothes tired, sensitive skin. Allow each drop to be a reminder to care for your body as beautifully as nature cares for the earth.
• •Your self-care ritual is waiting. Discover Earth And Fern, a collection of handmade botanical skincare designed to help you slow down and reconnect. Created from a love for mindful living, our products turn your daily routine into a moment of peace. Explore our soul-soothing essentials.
• •Subject: A note from our founder, Lolly From my small garden to your home, I've always believed in the quiet power of self-care. Earth And Fern was born from that belief—that nurturing ourselves with the gifts of the earth is the simplest form of wellness. Thank you for being here and sharing in this journey. With warmth, Lolly.
• •Finding beauty in the everyday. A quiet morning, a soothing cup of tea, and skin that feels nourished and loved. This is the essence of Earth And Fern. Discover handmade, botanical skincare for your mindful living rituals. #SelfCare #NaturalBeauty #HandmadeSkincare #MindfulLiving