Brand Tone

Empowering, Nurturing, and Artisanal Luxury

Brand Values

• •Quality & Craftsmanship
• •Self-Care & Wellbeing
• •Empowerment
• •Community Support & Advocacy
• •Transparency & Authenticity
• •Resilience & Refinement

Best Practices

• •Always Circle Back to "YOU ARE THE LUXURY.®": This is the core message. Whether talking about ingredients, process, or community, subtly connect it back to the customer's inherent worth and their deservingness of quality and care.
• •Use Sensory and Evocative Language: Describe the scents, textures, and the feeling the products evoke (e.g., "enveloping lather," "calming aroma," "velvety touch"). This reinforces the luxury and self-care aspects.
• •Tell the Story Authentically: Weave in elements of the founder's inspiration, the meaning behind "Gold" and "Water," and the commitment to handcrafted quality. This builds connection and trust.
• •Highlight a Helpful, Nurturing Approach: Frame communications—from product descriptions to customer service interactions—with a supportive and understanding tone. Emphasize how the products can help customers achieve relaxation and well-being.
• •Maintain Visual Consistency with Verbal Tone: Ensure that imagery used alongside copy (on social media, website, ads) reflects the same artisanal luxury, warmth, and empowerment communicated in the text. High-quality, appealing visuals are key.

Social Perception

High-Quality & Luxurious

Copy Examples

• •Headline: Elevate Your Ritual. You Are The Luxury. Body: Discover GOLD+WATER CO., where handcrafted soaps and bath essentials transform your daily routine into a sanctuary of self-care. Each small-batch creation is a reminder: you deserve moments of pure indulgence.
• •Headline: More Than Soap. It's a Feeling. Body: Immerse yourself in the rich lathers and captivating scents of GOLD+WATER CO. We carefully select every ingredient, not just to cleanse, but to soothe your spirit and affirm your worth. Feel the difference.
• •Headline: Handcrafted with Purpose. Designed for You. Body: From our Philadelphia studio to your home, every GOLD+WATER CO. product is a testament to quality, care, and community. Indulge in self-care that also supports a greater good. Because luxury is about how you feel, inside and out.
• •Headline: Unwind. Recharge. Reclaim Your Luxury. Body: Life's demands are constant. Your moments of peace shouldn't be a rarity. GOLD+WATER CO.'s artisanal bath and body treasures are crafted to help you create those essential pauses, reminding you that taking care of yourself is the ultimate luxury.
• •Headline: The Art of Gifting (Yourself Included). Body: Spoil someone special, or treat yourself to the exquisite experience of GOLD+WATER CO. Our beautifully packaged, handcrafted products are more than gifts; they're invitations to embrace well-being and remember: YOU ARE THE LUXURY.®