Brand Tone

Empathetic & Compassionate, Hopeful & Optimistic, Purpose-Driven & Sincere, Inspiring & Action-Oriented, Conscious & Responsible

Brand Values

• •Social Impact & Global Community
• •Empowerment, Especially of Women & Girls
• •Sustainability & Environmental Responsibility
• •Health & Well-being
• •Integrity & Transparency
• •Collaboration & Partnership
• •Quality

Best Practices

• •Always Lead with "Why": Every piece of copy should, directly or indirectly, connect back to the core mission of providing clean water and empowering women and girls. This reinforces the brand's purpose-driven nature.
• •Use Empathetic & Inclusive Language: Employ words that convey compassion, understanding, and a sense of global community (e.g., "together," "we," "uplift," "empower," "everybody"). Ensure the language is hopeful and focuses on solutions.
• •Highlight Tangible Impact & Real Stories: Share specifics about the projects, the number of people helped, and personal stories (while respecting privacy) to make the impact concrete and relatable. This builds authenticity and emotional connection.
• •Emphasize Sustainability Naturally: Weave in the benefits of carton packaging (eco-friendly, recyclable, BPA-free) as a responsible choice that complements the social mission, rather than making it the sole focus.
• •Maintain a Tone of Sincere Optimism: Even when discussing the severity of the water crisis, the overarching tone should be one of hope and the belief in positive change, inspiring action rather than guilt. Copy should feel uplifting and encouraging.

Social Perception

Positive & Admirable, Trustworthy, Eco-Conscious Choice, Inspiring, Niche but Growing

Copy Examples

• •Headline: Sip Responsibly. Uplift Globally. Body: Every carton of Everybody Water isn't just refreshing spring water in sustainable packaging. It's a promise. A promise of clean, running water for families, and brighter futures for women and girls. Join us, one sip at a time. #WaterWithAHeart #EverybodyWater
• •Headline: More Than Water. It's Opportunity. Body: For millions, the walk for water means lost hours for education and income. We're changing that. With every Everybody Water carton, you support projects that bring taps directly into homes, empowering communities to thrive. Choose the carton that cares.
• •Headline: Hydration That Heals Our Planet and Its People. Body: Ditch the plastic, embrace the purpose. Everybody Water offers crisp, premium water in 100% recyclable cartons. Feel good about what you drink and the impact you make. Together, we bring clean water and renewed hope. #SustainableSipping #ImpactDriven
• •Headline: Women-Owned. Mission-Led. Globally Loved. Body: As a women-owned business, we're passionate about empowering other women. That's why 3% of our revenue funds projects that give women and girls their time back and the chance to dream bigger. This is water that works for everybody.
• •Headline: Make Your Event Matter More. Body: Choosing Everybody Water for your office, hotel, or event is a statement. It says you value sustainability, community, and empowering women worldwide. Offer your guests premium water with a powerful purpose. Partner with #EverybodyWater.