Brand Tone

Playful & Humorous, Challenger & Maverick, Activating & Educational, Down-to-earth & Approachable, Confident & Passionate

Brand Values

• •Sustainability
• •Effectiveness
• •Transparency
• •Innovation
• •Simplicity & Common Sense
• •Accessibility & Affordability
• •Community

Best Practices

• •Embrace the "Bonkers vs. Sense" Duality: Frame problems (like single-use plastic) as "bonkers" and position Homethings as the "sensible" solution. Use playful, slightly irreverent language when describing the old way of doing things.
• •Keep it Simple and Direct: Avoid overly technical jargon. Explain the benefits and process in a clear, easy-to-understand manner, reflecting the simplicity of the "just add tap" system.
• •Inject Wit and Personality: Don't be afraid to use humor, puns (like their product names "Allthings," "Baththings," "Shinythings"), and a conversational style. The brand is a challenger, so the voice should be confident and a bit cheeky.
• •Stay Mission-Focused but Positive: While highlighting the environmental problems, maintain an optimistic and empowering tone. Focus on the positive impact consumers can make by switching to Homethings.
• •Use Strong Calls to Action that Activate: Encourage trial and change. Phrases like "Rethink What's Under Your Sink," "Make the switch," or "Join the refill revolution" align with their activating tone.

Social Perception

Eco-conscious Champion, Innovative and Clever, Effective Products, Trustworthy and Ethical, Fun and Engaging Brand, Good Value

Copy Examples

• •Headline: Stop shipping water. Start making sense. ✨ Body: Your old cleaning sprays are 90% water in a plastic bottle. Bonkers, right? Switch to Homethings refills. Powerful, plant-based cleaning that’s kind to your planet and your pocket. Just add tap.
• •Social Media Post (Image: A colourful flat lay of Homethings products): Caption: Cleaning day just got a whole lot less bonkers (and a lot more beautiful). 😉 Our powerful, planet-loving refills mean no single-use plastic, no pointless water shipping, and no nasty chemicals. Just sparkling results and a cleaner conscience. What’s not to love? #Homethings #JustAddTap #SustainableCleaning #EcoFriendlyHome #RethinkWhatsUnderYourSink
• •Email Subject: Is your cleaning routine still bonkers? Body: Hey [Name], Still wrestling with single-use plastic bottles and sprays that are mostly… water? It’s time to join the refill revolution with Homethings! Our super-concentrated tabs deliver a mighty clean without the plastic waste or the CO2 footprint. Make the switch – your planet (and your under-sink cupboard) will thank you. Shop sensible, not bonkers.
• •Product Description Snippet (for a starter kit): Ready to kickstart your non-bonkers cleaning journey? Our Starter Kit has everything you need: stylish reusable bottles and our mighty cleaning tabs. Just add tap water, drop in a tab, and watch the magic happen. Powerful cleaning, zero plastic waste. It just makes sense.
• •Short Ad Copy: Tired of plastic? So are we. Homethings: Powerful, plant-based cleaning refills. No shipping water. No single-use plastic. Just add tap. It’s not bonkers, it’s Homethings.