Brand Tone

Conscious & Ethical, Natural & Gentle, Authentic & Transparent, Holistic & Wellbeing-focused, Artisanal & High-Quality, Educational & Guiding

Brand Values

• •Sustainability
• •Ethical Practices
• •Health & Wellbeing
• •Harmony with Nature
• •Transparency & Authenticity
• •Quality & Efficacy
• •Circularity

Best Practices

• •Prioritize "Ethical" and "Sustainable" Language: Consistently use terms like "100% natural-derived," "plant-based," "chemical-free," "biodegradable," "upcycled," "recyclable," "eco-conscious," and "SDG-focused." Always explain these terms with concrete examples of Kruhi's practices (e.g., "upcycled Kagoshima passion fruit").
• •Maintain a Gentle and Nurturing Voice: Reflect the product's gentleness in the language. Use words like "gentle," "nourishing," "soothing," "kind," "pure," "safe for all skin types/family." Avoid aggressive or overly technical jargon.
• •Be Authentic and Transparent: Share the brand story, the founders' journey, and the "why" behind ingredient choices and processes. Don't shy away from explaining the unique aspects of products, like the feel of soap-based shampoos, and offer helpful guidance.
• •Evoke Sensory Experiences: Focus on the natural, appealing scents (like "Candy Forest" or "yuzu") and the feeling of the products. Use descriptive language that appeals to the senses and connects users to the natural origins of the ingredients.
• •Emphasize Holistic Wellbeing and Connection: Frame product benefits not just in terms of appearance but also in terms of overall health, wellbeing, and the positive impact on the environment. Reinforce the idea that choosing Kruhi is a conscious lifestyle choice that benefits both the individual and the planet ("For me = For the earth").

Social Perception

Highly Respected & Trusted, Effective & High Quality, Innovative & Pioneering, Aspirational & Aligned with Conscious Consumerism, Associated with a Gentle, Natural Lifestyle.

Copy Examples

• •Headline: Embrace Nature's Purity. Heal Your Hair, Help Our Earth. Body: At Kruhi, we believe what's good for you should be good for our planet. Discover our 100% natural, plant-derived hair and skincare, crafted with upcycled fruits and housed in recyclable aluminum. Gentle care, powerful results, and a promise to give back. Experience the Kruhi difference – for your wellbeing, and for the Earth's. Call to Action: Shop Sustainable Beauty.
• •Headline: The "Candy Forest" Awaits: A Scent Story by Arata Iura. Body: More than just a fragrance, our signature "Candy Forest" scent is an invitation to a sensory journey. Personally blended by Kruhi co-founder Arata Iura, this unique aroma combines nine precious essential oils with passion fruit distillate, evoking a walk through a verdant forest where sweet surprises hide. Indulge in a truly artisanal, all-natural experience. Call to Action: Discover Your Scent.
• •Headline: From Our Family to Yours: Truly Gentle, Truly Effective. Body: Born from a desire for hair care that solved our family's concerns without compromising on health or the environment, Kruhi offers solutions that are safe for everyone – even the little ones and your beloved pets. 100% natural ingredients mean peace of mind with every wash. Call to Action: Explore Our Family-Friendly Range.
• •Headline: Beyond the Bottle: Our Commitment to a Greener Tomorrow. Body: Kruhi is more than just sustainable ingredients. We use 98.9% biodegradable formulas, upcycled agricultural 'waste' to support local farmers, and infinitely recyclable aluminum bottles. We're proud members of 1% for the Planet and Asia's first Grøn Salon certified brand. Your choice makes a world of difference. Call to Action: Learn About Our Impact.
• •Headline: The Soap Shampoo, Reimagined. Body: New to soap-based shampoos? Kruhi is crafted to minimize harshness while maximizing nature's benefits for vibrant hair and a healthy scalp. Our unique formulations, rich in botanical extracts and passion fruit distillate, work to restore your hair's natural balance. Let us guide you to your best hair, naturally. Call to Action: Read Our Soap Shampoo Guide.