Brand Tone

Knowledgeable & Authoritative, Customer-Focused & Supportive, Approachable & Friendly, Reliable & Established, Adaptable & Forward-Thinking

Brand Values

• •Customer Satisfaction: A strong focus on providing excellent service, quick delivery, and resolving issues.
• •Product Quality & Variety: Offering a wide selection of the best vape kits, e-liquids, and accessories from around the world.
• •Expertise & Guidance: Helping customers navigate the world of vaping, regardless of their experience level.
• •Accessibility & Convenience: Through multiple retail stores, a comprehensive online shop, and options like next-day delivery.
• •Responsibility & Sustainability: Indicated by their move towards rechargeable and reusable vapes in light of environmental concerns and regulations. They also include warnings about nicotine and age restrictions.
• •Passion for Vaping: The "About Us" page states the team are "vapers first and foremost."

Best Practices

• •Prioritize Clarity and Information: Always aim to educate and inform the customer, whether it's about product specifics, vaping techniques, or industry changes. Avoid overly technical jargon where a simpler explanation suffices, especially for newer vapers.
• •Emphasize Support and Guidance: Frame copy in a way that shows Grey Haze is a partner in the customer's vaping journey. Use phrases like "we're here to help," "let us guide you," or "expert advice."
• •Maintain a Professional Yet Approachable Voice: While demonstrating expertise, keep the language welcoming and not intimidating. Staff are often described as "polite" and "friendly"; the copy should reflect this.
• •Highlight Quality and Trust: Consistently refer to the quality of products, the direct sourcing from reputable manufacturers, and the brand's established presence in the market to build and maintain trust.
• •Be Proactive and Responsible: When addressing industry changes or health-related aspects of vaping, communicate transparently and responsibly, showcasing the brand’s commitment to adapting and adhering to best practices and regulations.

Social Perception

Generally perceived positively as a legitimate, reliable, and established vape retailer in the UK. Known for extensive product range, competitive pricing, and fast delivery. Knowledgeable and helpful staff are frequently commended. Considered a good source for both beginner and advanced vapers.

Copy Examples

• •Homepage Banner (Focus: Expertise & Welcome): Your Vaping Journey, Perfected. Since 2012, Grey Haze has guided thousands to their ideal vape. From starter kits to advanced mods, our experts are here to help you explore the best in vaping. Discover your next favourite today.
• •Product Category Intro (Focus: Variety & Quality): Unrivalled E-Liquid Selection. Dive into a world of flavour with Grey Haze. We meticulously source premium e-liquids from leading global brands and innovative artisans. Quality, variety, and satisfaction in every puff. Find your signature taste.
• •"About Us" Snippet (Focus: Passion & Customer Focus): More Than Just a Vape Shop – We're Vapers. At Grey Haze, our passion drives us. We're committed to providing not just products, but an exceptional experience, helping you transition from smoking or explore new vaping horizons with confidence and support.
• •Email for New Subscribers (Focus: Supportive & Informative): Welcome to the Grey Haze Family! New to vaping or looking for an upgrade? You're in the right place. Explore our curated guides, enjoy 10% off your first order, and let our friendly team answer any questions. We're here to make your switch smooth and satisfying.
• •Social Media Post (Addressing Disposable Vape Ban - Focus: Adaptable & Responsible): The Future of Vaping is Sustainable! As the UK prepares for changes to disposable vape regulations, Grey Haze is leading the way with innovative, eco-friendly rechargeable kits and premium bar salt e-liquids. Enjoy the flavours you love, responsibly. Learn more on our blog.