Tono de Marca

Conscious & Responsible, Informative & Transparent, Purpose-Driven & Activist (subtly), Youthful & Modern, Hopeful & Positive, Approachable & Direct

Valores de Marca

• •Sustainability
• •Ethical Sourcing & Community Support
• •Transparency
• •Impact & Doing Better
• •Accessibility & Inclusivity
• •Quality

Mejores Prácticas

• •Prioritize "Why": Always lead with the mission and values. Every piece of copy should, directly or indirectly, connect back to sustainability, ethical practices, and making a positive impact. The "why" (Jaden Smith's inspiration, the desire to reduce plastic) is a powerful differentiator.
• •Use Simple, Direct Language: Reflect the "JUST" in the brand name. Avoid overly technical jargon. Be clear, honest, and straightforward about the product and its benefits (both for the consumer and the planet).
• •Be Authentically Hopeful and Action-Oriented: While acknowledging environmental challenges, maintain a positive and empowering tone. Encourage consumers to be part of the solution by making a conscious choice.
• •Maintain Transparency: Don't shy away from explaining the packaging, sourcing, and the brand's B-Corp status. If there are challenges or areas for improvement (like striving for even more sustainable solutions), acknowledge them if appropriate, reinforcing honesty. Even the encouragement to drink tap water when available builds credibility.
• •Keep it Visually and Tonally Cohesive: Ensure that the language used aligns with the clean, modern, and nature-inspired visuals often used on Instagram and the website. The tone should feel as refreshing and pure as the water itself. Incorporate the "Better for Everyone" tagline or sentiment where appropriate.

Percepción Social

Eco-Conscious Choice, Celebrity-Affiliated but Mission-Focused, Innovative Packaging, Good Taste (Generally), Trustworthy & Ethical, Slightly Premium but Worth It for Values, A Step in the Right Direction

Ejemplos de Copy

• •Headline: Sip Sustainably. Change the World, One Carton at a Time. Body: It's more than JUST water. It's a commitment to our planet. Our plant-based carton is made with 82% renewable resources, because we believe doing better should taste good. Drink JUST. Live better.
• •Headline: Pure Spring Water. Radically Responsible Packaging. Body: We source our crisp, naturally alkaline spring water from the Adirondack Mountains and pay fairly for it, supporting the local community. Then, we put it in a carton that’s mostly paper and a cap made from sugarcane. It’s simple, really. Better water, better for everyone.
• •Headline: Why JUST? Because Our Future Can't Wait. Body: Inspired by a vision for cleaner oceans, JUST Water is making a difference. Our innovative, plant-based cartons reduce carbon emissions by up to 74% compared to old-school plastic bottles. Join the movement. Choose JUST.
• •Headline: Refresh Your Thirst. Renew Our Planet. Body: Thirsty for a change? JUST Water offers refreshing 100% spring water and delightful organic fruit-infused options, all in packaging designed to be kinder to the Earth. It’s the water you love, with an impact you can be proud of.
• •Headline: The Clear Choice for a Greener Tomorrow. Body: We’re JUST Goods, Inc., a B-Corp certified company, and this is JUST Water. Ethically sourced, sustainably packaged, and always transparent. We’re not just selling water; we’re building a better future. Learn more about our impact at justwater.com.