Brand Tone

Authentic & Rooted, Warm & Compassionate (Aloha Spirit), Educational & Informative, Natural & Pure, Respectful & Conscious, Holistic

Brand Values

• •Aloha
• •Mālama Honua (Care for the Earth)
• •Lōkahi (Harmony & Balance)
• •Pono (Righteousness & Integrity)
• •Cultural Preservation
• •Efficacy & Quality
• •Community & 'Ohana (Family)

Best Practices

• •Embrace "Aloha" Authentically: Consistently use language that reflects warmth, care, respect, and compassion. Avoid superficial use; let it genuinely guide the messaging. Infuse the deeper meaning of Aloha (kindness, unity, harmony, humility, patience) where appropriate.
• •Weave in Hawaiian Culture Respectfully: Incorporate Hawaiian words (like 'āina, mālama, 'ohana, lā'au) with clear context or simple explanations. Share stories about the cultural significance of ingredients or practices, always with deep respect and accuracy.
• •Highlight the "Soil to Skin to Soul" Journey: Emphasize the connection between the earth (sourcing), the product's efficacy on the skin, and the soulful, holistic experience of using Honua. This reinforces the brand's depth.
• •Be Transparent About Values: Regularly communicate your commitment to sustainability, ethical sourcing, support for local farmers, and community give-back initiatives. This builds trust and resonates with conscious consumers.
• •Maintain the Founder's Voice & Story: Kapua Browning's personal journey and expertise are integral to the brand's authenticity. Channel her passion, knowledge, and genuine connection to Hawaiian healing in the brand's communications.

Social Perception

Trusted & Effective, Authentically Hawaiian, Ethical & Sustainable, Founder-Driven & Passionate, High Quality & Luxurious (Natural Luxury), More Than Just Skincare

Copy Examples

• •Headline: Experience the Soul of Hawai'i. Discover Your Glow. Body: More than skincare, Honua is a ritual. Crafted with potent Hawaiian botanicals and the true spirit of Aloha, our elixirs nourish your skin and nurture your soul. From our 'āina (land) to your beautiful reflection. Call to Action: Embrace your Honua Glow.
• •Headline: Mālama Your Skin. Mālama Honua. Body: With every gentle cleanse and nourishing drop, you're not only caring for your skin but also for the precious Earth. Honua is committed to sustainable farming, ethical sourcing, and giving back to our Hawaiian home. Beauty that feels good, inside and out. Call to Action: Shop Sustainable Skincare.
• •Headline: The Wisdom of Lā'au. The Science of Radiance. Body: Our founder, Kapua Browning, blends generations of Hawaiian healing wisdom with modern esthetics to bring you transformative skincare. Address the root of your skin concerns with the power of 'Ōlena, Noni, and Kukui. Call to Action: Unveil Your Healthiest Skin.
• •Headline: Aloha in Every Bottle. Body: Feel the warmth and compassion of the islands. Honua infuses the true meaning of Aloha – kindness, unity, harmony, humility, and patience – into each handcrafted product. It's our gift from Hawai'i to you. Call to Action: Share the Aloha Spirit.
• •Headline: From Hawaiian Soil to Your Radiant Soul. Body: We partner with local Hawaiian farms, cultivating native plants that heal and rejuvenate. Experience the potent, pure ingredients that make the Honua difference. Because true beauty is rooted in nature and authenticity. Call to Action: Explore Our Farm-to-Face Rituals.