Brand Tone

Sophisticated, Confident, and Aspirational, with a Modern Edge. More informal, witty, engaging, and direct in TikTok.

Brand Values

• •Quality & Efficacy
• •Sophistication & Style
• •Elevated Experience
• •Conscious Living
• •Masculine Appeal (Modern)
• •Convenience

Best Practices

• •Emphasize the Sensory Experience: Use evocative language to describe scents and textures. Focus on how the products make the user feel (e.g., confident, refreshed, sophisticated).
• •Highlight Premium Quality & Craftsmanship: Use terms like "crafted," "signature blend," "premium ingredients," "meticulously formulated" to reinforce the high-end nature of the products.
• •Maintain Confidence, Not Arrogance: Assert the benefits and quality of FREY products without being boastful or condescending. Assume your audience appreciates quality.
• •Speak to Aspiration Subtly: Connect the products to an elevated lifestyle and improved daily routines, rather than just functional cleaning or washing.
• •Adapt to the Platform, Retain the Core: While TikTok can be more playful and Instagram more polished, the underlying message of quality, sophistication, and an enhanced experience should remain consistent. The *expression* changes, not the core values or perceived status.

Social Perception

Customers generally perceive FREY as a high-quality brand with exceptional and unique scents that differentiate it from mass-market alternatives. The products are seen as an indulgence or a worthwhile upgrade. Users often associate FREY with a more put-together, sophisticated lifestyle.

Copy Examples

• •Instagram Post (New Laundry Scent): Upgrade your essentials. Our new [Scent Name] Laundry Detergent doesn't just clean—it transforms. Experience the art of scent, crafted for your life. #FREY #ElevateLaundry #SignatureScent
• •TikTok Video Concept (Caption): POV: Your laundry actually smells as good as your favorite cologne. 😉 Meet FREY. #LaundryUpgrade #ScentBooster #GetFREY #CleanTok
• •Website Banner (Homepage): FREY: Beyond Clean. Discover meticulously crafted laundry and personal care, designed to elevate your everyday. Inspired by nature, perfected by science.
• •Email Subject Line (for subscribers): Your Next Level of Freshness Has Arrived, [Customer Name].
• •Product Description Snippet (Body Wash): More than a cleanse, it's a ritual. Our [Scent Name] Body Wash invigorates with rich lather and a signature scent that lingers, leaving you confident and revitalized. Crafted for the discerning.