Brand Tone

calm, educational, inspirational, and mindful

Brand Values

• •Sustainability
• •Mindfulness & Well-being
• •Natural & Safe Ingredients
• •Aesthetics & Beauty
• •Awareness & Connection

Best Practices

• •Use Ritualistic Language: Consistently use words like "ritual," "ceremony," "sanctuary," "purify," "cleanse," and "mindful" to elevate the brand's narrative beyond simple cleaning.
• •Maintain a Calm and Gentle Tone: The copy should always feel reassuring, gentle, and inspirational. Avoid urgent, loud, or sales-heavy language. The goal is to invite customers into a lifestyle, not pressure them into a purchase.
• •Lead with Philosophy, Follow with Product: Start with the "why"—the importance of mindfulness, sustainability, or creating a sanctuary. Then, introduce the product as the "how"—the tool to achieve that state of being.
• •Incorporate Elements of Nature: Frequently reference nature, botanicals, the earth, and natural elements. This reinforces the brand's commitment to natural ingredients and helps create a grounding, serene image.
• •Educate and Inspire: Use copy to teach the audience something new, whether it's about the benefits of an essential oil, the importance of a plastic-free lifestyle, or a new way to practice mindfulness. This builds trust and positions the brand as a knowledgeable guide in the wellness space.

Social Perception

The brand is perceived as niche, premium, and purpose-driven. Customers and observers see it as more than just a cleaning company; it is a wellness or lifestyle brand. The Kickstarter campaign and online presence successfully frame it for an audience that values sustainability, minimalist design, and spiritual well-being. It caters to consumers who are willing to invest in products that align with their personal values and enhance their daily lives beyond mere function.

Copy Examples

• •Transform your space into a sanctuary. Our Multi-Surface Cleaner, infused with pure botanicals, doesn't just clean surfaces—it clears the mind. Turn your daily routine into a ritual of renewal. #homeofhygeia #MindfulCleaning #NaturalHome
• •Just add water to reconnect with nature. Our powder-to-liquid formula eliminates plastic waste and fills your home with the calming essence of the earth. This is more than cleaning. This is a ceremony. #SustainableLiving #EcoFriendly #ASMR #hygeia
• •The Ritual of a Pure Home. Discover our collection of sustainable cleaning solutions designed to purify your environment and soothe your soul. Welcome to the Art of Living.
• •Your home is your temple. Shouldn't the way you care for it be a sacred practice? Hygëia offers eco-friendly cleaning rituals that harmonize your space and your spirit. Create space for what truly matters.
• •Subject: Find the Profound in the Commonplace Body: "In a world that never stops moving, we invite you to pause. To find a moment of peace in the simple act of caring for your home. Our plant-based cleaners are crafted to turn a chore into a cherished ritual, leaving behind nothing but a subtle, natural scent and a sense of calm. Rediscover the beauty of your sanctuary with hygëia."