Brand Tone

Minimalist & Aspirational, Educational & Authentic, Confident & Understated

Brand Values

• •Simplicity & Minimalism
• •Quality & Efficacy
• •Health & Wellness
• •Transparency
• •Sustainability

Best Practices

• •Lead with "Why," Not Just "What": Instead of just stating a product's function, start with the value. For example, instead of "Our toner cleans your face," use "Restore your skin's natural balance." This aligns with the wellness-focused values.
• •Use Simple, Deliberate Language: Avoid jargon, marketing buzzwords, and overly complex sentences. The copy should be as clean and minimal as the product formulations. Every word should have a purpose.
• •Emphasize Ingredients and Transparency: Consistently highlight the short, understandable ingredient lists. Frame this as a key benefit it s not just what s *in* the product, but what s *not* in it (synthetics, toxins, etc.).
• •Maintain a Calm, Confident Voice: The tone should never feel desperate or pushy. Use declarative statements and let the quality of the product and the brand's aesthetic convey confidence. The copy should guide, not sell.
• •Ensure Visuals and Copy are Aligned: The clean, minimalist, and natural feel of the brand's photography and design must be perfectly matched by the copy. An image of a serene natural landscape should be paired with equally calm and understated text. Consistency across these elements is key to the brand's power.

Social Perception

The brand is perceived as positive, trustworthy, and a premium product provider, especially effective for sensitive skin. It is recognized as a strong performer in hair care.

Copy Examples

• •Simplicity is the formula. Nature is the source. Effective is the result.
• •Effortless style starts with honest ingredients. Our Clay Pomade offers all-day hold and texture, powered by just three clean ingredients. Nothing more, nothing less. #JackHenry #CleanCare #MinimalistGrooming
• •A simple routine for a complex world.
• •Tired of endless ingredient lists? We were too. That's why we created Jack Henry. Clean, plant-based essentials that simplify your routine and elevate your well-being. Discover the power of less. Shop our collection now.
• •Meet your new, favorite moisturizer. This nutrient-rich, lightweight cream hydrates and heals with a potent blend of antioxidants and prebiotics. It absorbs quickly, leaving only balanced, revitalized skin. It's your entire skincare routine, simplified.