Brand Tone

Mindful & Vibrant: approachable, personal, descriptive, evocative, conscious, responsible, engaging, and community-oriented.

Brand Values

• •Sustainability & Eco-Consciousness
• •Self-Expression & Joy
• •Community & Connection
• •Quality & Accessibility
• •Innovation & Curation

Best Practices

• •Lead with the 'Why': Always connect the product feature to a core value. Instead of just saying "We sell mini bottles," say "Reduce waste and never let a color dry out with our mini bottles." This reinforces the brand's eco-conscious and practical values.
• •Use Evocative, Sensory Language: Describe colors and collections with storytelling. Use words that evoke feelings, seasons, and experiences (e.g., "sun-drenched," "joyful," "juicy," "serene"). This aligns with the value of nail polish as a form of self-expression.
• •Maintain a Personal & Approachable Voice: Write as if you are talking to a friend. Use "we" and "you" to create a direct connection. Share the founders' story and customer testimonials to build community and trust.
• •Be Clear and Confident about Quality: Use straightforward and confident language when describing product benefits like the "one-coat formula" or "fan-shaped brush." Avoid jargon but clearly state what makes the product effective and easy to use.
• •Integrate Sustainability Seamlessly: Weave eco-friendly messaging into all communications, not just on an "About Us" page. Mention plastic-free packaging, the recycling program, and waste reduction in product descriptions, social media captions, and emails to ensure it remains a consistent and recognizable brand pillar.

Social Perception

The brand is perceived as high-quality, fun, and fresh, making nail color experimentation easy and affordable. Customers appreciate its sustainable model (mini bottles, recycling) which allows for variety with less waste. Overall, In Good Company is seen as a thoughtful, modern, and trustworthy brand for nail care enthusiasts who value both quality and environmental responsibility.

Copy Examples

• •Meet 'Spiked Watermelon.' 🍉 It’s that feeling of the first perfectly ripe slice of summer, bottled. One creamy coat is all it takes to bring this juicy, joyful shade to your fingertips. Less waste, more color, all season long. #InGoodCompanyNails #OneCoatWonder #SummerNails
• •Color Without Compromise. Discover our mini nail polishes—curated seasonal shades in waste-free sizes. Good for your nails, great for the planet. Shop The Picnic Palette.
• •Tired of half-full, dried-up bottles?
• •**Shady Spot:** Find your cool. This deep, calming blue is inspired by the perfect patch of shade on a hot summer day. A one-coat, creamy formula that provides a moment of tranquility at your fingertips. Our 5ml mini bottle means you can enjoy this serene shade to the last drop. Vegan and plastic-free.
• •Nail polish that gets it. ✓ One Coat ✓ Mini Bottles ✓ Plastic-Free ✓ Return to Recycle. That’s what we’re about.