Brand Tone

Conscious & Responsible, Refined & Sophisticated, Intentional & Mindful, Approachable & Educational, Transparent & Honest

Brand Values

• •Sustainability
• •Quality & Durability
• •Intentional Self-Care
• •Ethical Practices
• •Inclusivity & Community
• •Transparency
• •Conscious Consumerism

Best Practices

• •Prioritize "Sustainable" and "Refined": Ensure these keywords and their synonyms are woven throughout all copy, reflecting the core product benefits and aesthetic.
• •Emphasize "Ritual" over "Routine": Frame self-care acts not as chores, but as intentional moments of well-being.
• •Maintain Transparency: Be open about material sourcing, production processes, and the "why" behind the brand's eco-conscious decisions.
• •Educate Gently: Provide clear, supportive guidance on using products like the safety razor, acknowledging any learning curve with an encouraging tone.
• •Foster Community through Inclusive Language: Use welcoming and open language that speaks to a diverse audience, reinforcing the brand's values of inclusivity.

Social Perception

Positive for Sustainability, High-Quality Product, Aesthetic Appeal, Learning Curve, Valued for Being Canadian-Made, Trustworthy, Seen as an Investment

Copy Examples

• •Elevate your daily shave into a mindful ritual. Our brass safety razor isn't just a tool, it's a commitment to sustainable self-care and a smoother, kinder shave for your skin and the planet.
• •Join the Well Kept movement. Billions of plastic razors pollute our landfills each year. Choose our beautifully crafted, infinitely reusable safety razor and make a lasting difference, one shave at a time.
• •Experience the art of shaving, redefined. Well Kept offers refined essentials designed to transform your routine into a cherished ritual, all while honoring our earth. Discover the difference quality and intention can make.
• •More than just a close shave, it's a clean conscience. Our safety razors are made to last, with recyclable blades and plastic-free packaging. Care for yourself, care for the Earth.
• •From our hands to yours, with intention. Every Well Kept product is thoughtfully designed and ethically crafted in Canada, because we believe in quality, sustainability, and the beauty of a well-cared-for life.