Brand Tone

Caring, Conscious, and Educational

Brand Values

• •Sustainability
• •Specialized Quality
• •Health & Gentleness
• •Transparency & Simplicity
• •Longevity (Slow Fashion)

Best Practices

• •Use Nurturing Language: Always use words that evoke a sense of care, gentleness, and protection. Terms like nourish, protect, preserve, gentle, soft, pure, and lovingly reinforce the brand's caring tone.
• •Lead with the 'Why': Start communications by explaining why specialized care matters. Instead of just saying 'Detergent for Wool,' say 'Protect Your Wool with a Formula Designed for Its Natural Fibers.' This educates the consumer and builds trust.
• •Connect to Core Values: Every piece of copy should tie back to at least one core value. Whether it's a post about skin-friendly ingredients (Health & Gentleness) or refill packs (Sustainability), this reinforces the brand's mission.
• •Embrace Simplicity: Mirror the product formula in the writing style. Keep sentences clear, concise, and easy to understand. Avoid overly technical jargon and focus on the simple, tangible benefits for the user, their clothes, and the planet.
• •Tell Human-Centered Stories: Feature customer testimonials and the founder’s journey. Share stories about a baby’s skin clearing up, a favorite sweater being saved, or the simple joy of a truly clean and soft garment. This makes the brand relatable and builds a strong community around shared values.

Social Perception

The public and customer perception of elavie is highly positive and aligns perfectly with its intended branding. Customers perceive elavie as a premium, high-quality brand that delivers on its promises, effective for sensitivities, and worth the investment. They see the brand as mission-aligned, appreciating its genuine commitment to sustainability and positive impact.

Copy Examples

• •Instagram Post (Image of a soft cashmere sweater): Give your cashmere the care it deserves. Cold nights, cozy sweaters. Our Wool & Cashmere Shampoo is designed to gently cleanse delicate fibers, preserving their softness and shape for years to come. It’s more than a wash; it’s a promise to your favorite garments. #elaviecare #SlowFashion #CashmereCare
• •Facebook Ad (Carousel showing the different product types): Stop using the wrong detergent. Your gym clothes and your silk blouse have different needs. Why wash them with the same harsh chemicals? elavie offers specialized, plant-based formulas for every fabric in your wardrobe. Gentle on skin, tough on dirt, kind to the planet. Discover your perfect match. Shop The Collection
• •Website Banner (For the Pure Care fragrance-free product): Finally. A wash that’s truly gentle. For the most sensitive skin, we created PURE CARE. The same powerful, plant-based cleaning, with zero perfumes or unnecessary additives. Dermatologically tested and loved by families. Because clean shouldn't be irritating.
• •TikTok Video Script: On-screen text: You're washing your clothes all wrong! Voiceover: Stop! That silk top doesn't want the same treatment as your cotton sheets. Different fabrics need different care. That's why we made this for silk... this for wool... and this for cotton. Extend the life of your clothes. Wash smarter, not harder. Link in bio!
• •Email Newsletter: Subject: That feeling when your clothes last longer… Body Preview: At elavie, we believe in #slowwashing. Here’s how our fiber-specific formulas help you invest in your wardrobe for the long haul.