Brand Tone

Empathetic, Natural & Empowering

Brand Values

• •Health & Wellness
• •Natural Solutions
• •Habit Transformation
• •Authenticity & Connection
• •Innovation
• •Responsibility & Safety
• •Customer Empowerment

Best Practices

• •Always Lead with Empathy: Acknowledge the challenges of habit change. Use supportive and understanding language that resonates with someone on a difficult but rewarding journey. (e.g., "We get it," "Your journey matters").
• •Highlight Natural & Safe: Consistently emphasize "natural plant extracts," "essential oils," "no nicotine," "no vapor," "guilt-free." This reinforces the core differentiator and addresses safety-conscious consumers.
• •Focus on Empowerment & Positivity: Frame the narrative around positive change, new beginnings, and regaining control, rather than solely on the negative aspects of quitting. Use uplifting and encouraging words. (e.g., "Embrace," "Discover," "Reclaim").
• •Maintain Authenticity and Transparency: Be honest about what Füm is and isn't. While highlighting benefits, avoid overstating claims, especially regarding medical efficacy, and adhere to disclaimers where necessary. Use relatable language and share genuine customer stories (with permission).
• •Educate Gently: Explain the concept of "flavored air" and how Füm works to replace the behavioral aspects of habits in a clear, simple, and non-judgmental way. Focus on the sensory experience and the fidget-friendly design.

Social Perception

Füm is generally seen as an innovative, hopeful, and premium product, though some skepticism exists regarding its efficacy and cost. The brand's community aspect is viewed positively.

Copy Examples

• •Headline: Your Fresh Start is a Breath Away. Body: Tired of the cycle? Füm offers a natural, gentle way to reclaim your habits. Breathe in nature, breathe out old ways. No nicotine, just pure plant-powered support for your journey.
• •Headline: Hold Onto Health, Not Habits. Body: Füm understands the hand-to-mouth comfort. Our beautifully crafted device gives you that familiar feeling, filled with the goodness of essential oil-infused air. It’s the positive swap you’ve been looking for.
• •Headline: More Than Quitting. It's Beginning. Body: This isn't just about stopping something. It's about starting a new chapter of wellness. With Füm, embrace a supportive companion that empowers you to build positive, natural habits, one breath at a time.
• •Headline: The Natural Path to a New You. Body: Let the essence of nature guide you. Füm delivers delicious flavored air, helping you step away from unwanted habits without the harsh chemicals. Feel good about your choice, feel empowered in your journey.
• •Headline: Füm: Your Ally in Positive Change. Body: Breaking free is a journey, not a race. Füm is here to walk it with you, offering a tactile, flavorful, and natural way to replace old rituals with mindful moments. Breathe easy, you’ve got this.