Brand Tone

Patriotic, Eco-Conscious, and Trustworthy

Brand Values

• •American Manufacturing & Job Support
• •Environmental Responsibility
• •Quality & Safety
• •Community & Mission
• •Convenience

Best Practices

• •Always Link Product to Mission: Never just sell toilet paper. Every piece of copy should connect the product back to the core values of supporting American jobs and/or planting trees. The tagline "The TP that reinvests in our environment & communities" is a great example.
• •Use "Patriotic" and "Eco-Conscious" Language Together: The brand's strength lies in its unique fusion of these two values. Use phrases like "Protecting America's natural beauty" or "Building a sustainable future for American families" to reinforce this connection.
• •Be Direct and Transparent: Continue to openly state what the product is free of (dyes, chemicals, BPA). Clearly explain the partnership with the National Forest Foundation. This builds trust and justifies the premium, mission-driven positioning.
• •Emphasize "Join the Movement": Use inclusive language that invites customers to be part of something bigger. Words like "Join," "Together," and "Community" reinforce the idea that buying Bumroll is an act of participation in a shared mission.
• •Maintain a Confident, Principled Voice: The brand's tone is not apologetic or timid. It is confident in its values. The copy should be straightforward and proud, reflecting a company that stands for something important.

Social Perception

Join Bumroll is perceived as a mission-driven company, highly supported by customers aligned with its patriotic and sustainability values. It has a niche but loyal following, despite minor criticisms regarding subscription flexibility and paper thinness from some users. The brand effectively appeals to both conservative and eco-friendly audiences by offering a product that supports American jobs and environmental responsibility.

Copy Examples

• •Support America’s forests and its workers with every roll. Bumroll is proudly made in the USA, chemical-free, and plants a tree with every single order. Make your choice count. Join the mission. #MadeInUSA #Sustainable #LifeRollsOn
• •More Than Toilet Paper. A Movement for American Values and a Healthier Planet.
• •Life is complicated enough. Let us handle the toilet paper. Get soft, sustainable, USA-made Bumroll delivered to your door. You save a trip to the store, support U.S. jobs, and help reforest our nation. It’s the easiest good decision you’ll make all week.
• •Bumroll: Soft on you, gentle on the planet. Our 2-ply toilet paper is 100% sustainable, septic-safe, and completely free of dyes, BPA, and chlorine. You get the strength and comfort you deserve, all while supporting American manufacturing. That’s a wipe you can feel good about.
• •You did this! Together, the Bumroll community has planted over [X number] trees in our national forests. Every box makes a difference. Thank you for helping us build a greener, stronger America. #BumrollCommunity #PlantTrees