Brand Tone

Nurturing & Compassionate, Authentic & Sincere, Calming & Serene, Purposeful & Solution-Driven, Grounded & Natural

Brand Values

• •Holistic Wellbeing
• •Authenticity & Transparency
• •Accessibility of Self-Care
• •Sustainability & Ethical Practices
• •Power of Touch & Ritual
• •Inclusivity
• •Connection

Best Practices

• •Embrace Gentle, Empathetic Language: Use words that convey care, understanding, and support. Phrases like "gently soothes," "mindfully crafted," "find your calm," "support your journey" reinforce the nurturing tone. Avoid overly clinical or aggressive marketing language.
• •Highlight Authenticity & Origin: Regularly share the brand's story, the founder's passion, and the Irish handcrafted aspect. This builds trust and reinforces the sincere, down-to-earth nature of the brand. "From our kitchen to yours," "Made with intention."
• •Focus on "How You Feel," Not Just "How You Look": Emphasize the emotional and mental benefits of the products and rituals – calm, balance, restoration, connection – over purely aesthetic outcomes. This aligns with the core value of holistic wellbeing.
• •Promote Rituals, Not Just Products: Frame product use as part of a mindful self-care ritual. Encourage moments of pause, breathwork, and intention. This elevates the experience beyond a simple transaction and ties into the brand's philosophy.
• •Maintain a Calm, Natural Aesthetic: Ensure all visual content (website, social media, packaging) reflects the brand's serene, nature-inspired, and uncluttered feel. This visual consistency strongly supports the written tone.

Social Perception

Trusted & High Quality, Authentic & Passion-Driven, Nurturing & Supportive, Luxurious yet Accessible, Irish & Proud, Effective & Purposeful

Copy Examples

• •Headline: "Drift into deep rest. Find your calm." Body: "Hush the day's anxieties and welcome serene slumber with our [Product Name]. Handcrafted in Ireland with 100% natural botanicals like [Key Ingredient 1] and [Key Ingredient 2], this gentle ritual soothes your mind and comforts your body. More than just sleep, it's a return to yourself. #GroundWellbeing #NaturalSleep #FindYourCalm"
• •Headline: "From Peigín's kitchen table, to your hands. Wellbeing, crafted with heart." Body: "GROUND Wellbeing began with a simple belief: true wellness is about how you feel. Our founder, Peigín Crowley, poured 28 years of spa wisdom and a passion for natural healing into every handcrafted blend. Discover authentic, 100% natural self-care rituals, made in Ireland to help you reconnect and restore. #GROUNDWellbeing #Handcrafted #IrishWellness #AuthenticSelfCare"
• •Headline: "Navigate change with grace. Support your wellbeing through menopause." Body: "Menopause is a journey, and you don't have to walk it alone. Our [Relevant Product Name/Range] is mindfully formulated with [Key Ingredient 1] and [Key Ingredient 2] to help soothe symptoms like [Symptom 1] and [Symptom 2], offering comfort and balance when you need it most. Embrace this chapter with natural, compassionate care. #GroundWellbeing #MenopauseSupport #WomensWellness #NaturalRelief"
• •Headline: "Your daily ritual of connection. Pause. Breathe. Be." Body: "Transform your routine into a mindful moment with our [Product Name]. Infused with [Key Scents/Ingredients], it’s an invitation to slow down, connect inwards, and nourish your body and soul. Just a few intentional moments can ground your day. What's your self-care ritual? #GroundWellbeing #MindfulMoments #SelfCareRitual #NaturalAromatherapy"
• •Headline: "Purely from nature. Crafted with care for you, and our world." Body: "At GROUND Wellbeing, what we leave out is as important as what we put in. Our 100% natural, vegan, and cruelty-free blends are handcrafted in small batches in Ireland. We believe in sustainable practices and the gentle power of botanicals to nurture your wellbeing. Experience the difference of truly clean self-care. #GroundWellbeing #NaturalSkincare #SustainableWellness #VeganBeauty #IrishMade"