Brand Tone

Calm & Serene, Honest & Transparent, Nurturing & Caring, Mindful & Conscientious, Artisanal & High-Quality

Brand Values

• •Natural & Plant-Based Purity
• •Ethical Practices
• •Sustainability & Eco-Consciousness
• •Transparency & Honesty
• •Effectiveness & Quality
• •Holistic Well-being & Balance
• •Artisanal Craftsmanship

Best Practices

• •Embrace Gentle & Evocative Language: Use words that convey calm, nourishment, purity, and balance (e.g., "soothe," "nurture," "harmonize," "radiant," "serene," "gentle," "pure"). Avoid harsh, aggressive, or overly clinical terms.
• •Prioritize Transparency & Honesty: Clearly communicate about ingredients, sourcing, and the brand's ethical commitments. Be open and straightforward in product descriptions and brand storytelling.
• •Focus on the "Why" - The Ritual & Experience: Highlight not just the product benefits but the experience of using Even Keel – the ritual, the moment of self-care, the connection to nature and Ayurvedic principles. Frame products as part of a holistic lifestyle.
• •Maintain Visual & Verbal Harmony: Ensure that the copy complements the brand's minimalist, natural, and calming visual identity. The tone of voice should feel like a natural extension of the imagery used on the website and social media.
• •Tell Authentic Stories: Share the founder's inspiration, the philosophy behind ingredient choices, and the artisanal, small-batch process. This reinforces the brand's authenticity and connects with consumers on a deeper level.

Social Perception

Trusted & High Quality, Aesthetically Pleasing & Giftable, Ethical & Conscious Choice, Calming & Spa-Like, Authentic & Passionate

Copy Examples

• •Headline: Find Your Balance. Discover Your Glow. Body: Embrace the calm of an even keel. Our Ayurvedic-inspired skincare, crafted with pure botanicals and a deep respect for nature, nurtures your skin and soothes your spirit. Experience skincare that’s honest, ethical, and truly effective. Call to Action: Explore Our Rituals
• •Headline: Worry-Free Radiance, Naturally. Body: At Even Keel, we believe in skincare that’s as kind to the earth as it is to your skin. Our small-batch creations are 100% plant-based and filler-free, ensuring every drop is packed with nature’s finest. Feel the difference of consciously crafted care. Call to Action: Shop Clean Beauty
• •Headline: The Art of Slow Skincare. Body: Reconnect with simple, meaningful moments. Even Keel offers handcrafted essentials for your daily self-care, blending ancient Ayurvedic wisdom with the purity of Western herbs. Nourish, balance, and let your inner calm shine through. Call to Action: Discover Your Daily Ritual
• •Headline: Pure Ingredients. Peaceful Skin. Body: Your skin deserves the gentle touch of nature. We meticulously select each plant-based ingredient for its power to heal and harmonize. Experience the Even Keel promise: transparent, ethical skincare for a naturally radiant you. Call to Action: Learn Our Story
• •Headline: Gift the Glow of Well-being. Body: Share a moment of tranquility with Even Keel. Our beautifully packaged, handcrafted skincare makes the perfect offering of care and calm. Thoughtfully made, naturally delightful. Call to Action: Find the Perfect Gift