Brand Tone

informative, trustworthy, natural, and aspirational. It's also calm, supportive, and rooted in wellbeing

Brand Values

• •Wellbeing & Holistic Health: A core focus on enhancing physical and mental health naturally. This includes stress management, improved focus, energy, and immune support.
• •Quality & Potency: Commitment to providing high-strength, effective mushroom extracts using dual extraction methods and full-fruiting bodies.
• •Transparency & Trust: Openness about sourcing (including from China and Siberia, with clear justification and quality control) and rigorous third-party testing in New Zealand for active compounds, heavy metals, and pesticides.
• •Nature & Natural Solutions: Emphasis on organic, natural ingredients and processes.
• •Education & Empowerment: Providing resources and information to help customers understand the benefits and uses of functional mushrooms.
• •Sustainability: Mention of eco-friendly packaging and responsible sourcing from certified organic growers.
• •Heritage & Tradition: Acknowledging the historical and traditional uses of mushrooms (e.g., Traditional Chinese Medicine, Rongoā Māori).
• •Customer-Centricity: Evident through positive reviews praising their excellent customer service and responsiveness.

Best Practices

• •Prioritize Education & Transparency: Always explain the 'why' behind the benefits, referencing the properties of the mushrooms and the quality of the extracts. Be open about sourcing and testing processes to build and maintain trust.
• •Use Benefit-Driven Language Rooted in Realism: Focus on how the products can improve the customer's life (e.g., 'support mental clarity,' 'aid in sustainable energy') rather than making overly sensational or unsubstantiated claims. Keep claims aligned with what functional mushrooms can realistically offer, as noted in some media discussions.
• •Maintain a Calm, Supportive, and Empowering Voice: The copy should feel like a knowledgeable friend guiding the customer towards better wellbeing. Avoid aggressive sales tactics or overly technical jargon.
• •Incorporate Elements of Nature and Purity: Use language that evokes naturalness, organic sourcing, and the purity of the extracts. Words like 'harness,' 'pure,' 'organic,' 'natural,' 'earthy' can reinforce this.
• •Ensure Consistency Across All Channels: Whether it's website copy, social media captions, email newsletters, or product descriptions, the tone should remain consistent, reinforcing the brand's identity as trustworthy, natural, and focused on holistic wellbeing. Review content regularly to ensure it aligns with the established voice.

Social Perception

Positive Customer Experiences: Customers frequently report tangible benefits such as increased energy, improved focus, better sleep, and enhanced immunity. High Trust in Product Quality: The brand's commitment to third-party testing is a significant factor in building trust and is often highlighted by knowledgeable consumers in forums. Reputable & Knowledgeable: Flow State Mushrooms is perceived as a knowledgeable and reliable source of functional mushroom products in New Zealand. Excellent Service: Repeated mentions of outstanding and prompt customer service. Effective for Specific Needs: Users mention positive outcomes for conditions like brain fog, memory, and the need for sustained energy without crashes.

Copy Examples

• •Headline: Unlock Your Potential, Naturally. Body: Tired of brain fog and flagging energy? Flow State's Lion's Mane extract, rigorously third-party tested for purity and potency, helps support mental clarity and focus, empowering you to perform at your best, every day. Discover the Flow State difference. Call to Action: Explore Lion's Mane
• •Headline: Your Daily Ritual for Mind & Body Harmony. Body: Embrace holistic wellbeing with our AM Blend. A synergistic mix of Cordyceps and Lion's Mane, organically sourced and dual-extracted for maximum benefit. Support sustained energy and cognitive function, without the jitters or crash. Start your day in your Flow State. Call to Action: Shop AM Rituals
• •Headline: Rooted in Nature, Backed by Science. Body: At Flow State, we honor ancient wisdom by providing functional mushroom extracts you can trust. Our Reishi, known as the 'Mushroom of Immortality,' is certified organic and third-party tested in New Zealand to ensure quality. Support your body's natural ability to manage stress and find calm. Call to Action: Learn About Our Testing
• •Headline: Elevate Your Wellbeing. Pure & Potent Extracts. Body: Experience the transformative power of functional mushrooms. From supporting robust immunity with Turkey Tail to enhancing your evening calm with our PM Blend, Flow State offers transparently sourced and meticulously crafted extracts designed for your optimal health journey. Call to Action: Discover Our Range
• •Headline: More Than Just Mushrooms. It's a State of Being. Body: Join the Flow State community and discover a life of enhanced clarity, energy, and balance. Our potent mushroom coffees and cacaos are an invitation to a daily ritual that nourishes your mind and body, helping you tap into your best self, naturally and effectively. Call to Action: Read Our Customer Stories