Brand Tone

Serene, minimalist, educational, calm, refined, gentle, and inviting.

Brand Values

• •Purity and Nature
• •Wellness and Ritual
• •Craftsmanship and Tradition
• •Aesthetic Simplicity
• •Quality over Quantity

Best Practices

• •Use a Serene and Minimalist Vocabulary: Opt for words like "tranquil," "pure," "essence," "ritual," and "stillness." Avoid hype words like "amazing," "incredible," or "buy now!" The language should be as clean and uncluttered as the brand's visual design.
• •Focus on "Show, Don't Tell": Instead of saying a product is "relaxing," describe the experience: "Transform your bath into a tranquil ocean escape." Paint a picture that evokes the feeling the product is meant to deliver.
• •Educate, Don't Just Sell: Frame product information as a form of sharing knowledge. Explain the origin, the process, or the unique benefits of an ingredient. This builds authority and trust while reinforcing the brand's premium positioning.
• •Maintain Visual and Textual Harmony: Ensure the copy always complements the visual. If the image is calm and minimalist, the text should be brief, poetic, and have ample white space around it. The two should work together to tell the same story.
• •Embrace the Japanese Aesthetic in Language: Use short, impactful sentences. Draw inspiration from the simplicity and intentionality found in Japanese art and philosophy. The copy should feel considered and deliberate, never rushed or cluttered.

Social Perception

Perceived as a premium, artisanal brand offering high-quality, authentic Japanese wellness products. Strongly associated with self-care, relaxation, sophisticated gifting, and a lifestyle focused on tranquility and quality. The perception is overwhelmingly positive, highlighting product efficacy, taste, and beautiful presentation.

Copy Examples

• •Unwind Your Day. Dissolve the Noise. Let the day's tension melt away. Our Oshima Island bath salts, rich in natural sea minerals, transform your bath into a tranquil ocean escape. Embrace the ritual of stillness. #ENBUN #JapaneseWellness #BathSalts #SelfCareRitual
• •The Taste of the Seto Inland Sea. Harvested from the calm waters of the Seto Inland Sea, our 'Kami-no-Moshio' salt is a whisper of history and flavor. Its mild, complex taste, rich in seaweed essence, elevates everything from simple rice to grilled vegetables. Discover the soul of Japanese cuisine in a single crystal.
• •Inside: A Moment of Calm, Delivered. This week, we explore the art of the Japanese bath. Plus, a new addition to our sea salt collection.
• •The Purity of Salt. The Art of Living. Explore our curated collection of artisanal Japanese salts for bath and kitchen.
• •Did you know? The mineral composition of natural salt can greatly enhance the flavor profile of food beyond simple saltiness. Our latest blog post explores the connection between minerals and umami. [Link to blog] #Enbun #CulinarySalt #FoodScience #Umami