Brand Tone

inspirational, gentle, and educational

Brand Values

• •Sustainability
• •Wholesome Living
• •Quality & Durability
• •Simplicity & Beauty

Best Practices

• •Lead with Values: Always frame the product's benefits within the context of sustainability and mindful living. Instead of just saying "durable plate," say "A durable plate crafted from nature, for guilt-free entertaining."
• •Use Gentle, Encouraging Language: Employ words like "gentle," "simple swap," "mindful," and "conscious choice." Avoid urgent or demanding language; the goal is to inspire, not intimidate.
• •Educate, Don't Preach: Share the story behind the products. Explain why a material is sustainable (e.g., "made from naturally fallen leaves, so no trees are harmed"). This builds credibility and deepens customer connection.
• •Focus on the Sensory Experience: Describe the beauty and feel of the products. Use words like "natural texture," "beautifully crafted," and "earthy elegance" to connect the eco-friendly aspect with aesthetic appeal.
• •Maintain Visual and Textual Harmony: Ensure the clean, bright, and natural aesthetic of the brand's visuals is mirrored in the copy. Keep sentences clear, uncluttered, and positive, just like the photography.

Social Perception

The brand is perceived as accessible and customer-focused, providing multiple contact options and clear information on shipping and returns. Earthware aligns perfectly with the growing consumer trend in South Africa towards eco-conscious purchasing and sustainable homewares. By being transparent about their products (e.g., made from naturally dropped palm leaves) and their mission, the brand builds trust with its audience. Their clean branding and professional online presence further solidify this perception.

Copy Examples

• •Host a brunch that’s as kind to the earth as it is beautiful. Our palm leaf plates are made from naturally fallen leaves, turning any meal into a guilt-free, gorgeous gathering. Ready to make your next event a little more mindful? #earthware #SustainableLiving #EcoFriendlyHome
• •Ditch Plastic, Not Style. Discover Earthware's collection of stunning, 100% biodegradable tableware and home goods. Make a choice for a better planet, starting in your home. Shop now for free delivery on orders over R700!
• •Your perfect companion for meals on the go. This beautifully crafted bamboo cutlery set is lightweight, durable, and comes in a convenient travel pouch. Say goodbye to single-use plastics and hello to sustainable style, wherever your day takes you. Easy to clean and endlessly reusable, it's a simple swap that makes a world of difference.
• •Ready for a beautiful change? ✨
• •Live Beautifully, Live Sustainably. Explore our collection of all-natural home essentials.