Brand Tone

Energetic and Aspirational, Health-Conscious (within its category), Community-Focused and Fun, Confident and Direct

Brand Values

• •Living Life to the Fullest (Responsibly)
• •Quality and Purpose
• •Health and Wellness (as it pertains to a seltzer)
• •Community and Connection
• •Giving Back

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe your brand's tone (e.g., energetic, witty, sophisticated, down-to-earth) and, equally important, adjectives it is *not* (e.g., boring, overly technical, childish). Provide examples.
• •Focus on "You" and Benefits, Not Just Features: Instead of just saying "Contains electrolytes," explain the benefit: "Packed with electrolytes to keep you feeling good." Frame copy around how the product enhances the customer's life.
• •Use Action-Oriented Language: Employ strong verbs and clear calls to action that reflect the brand's energy (e.g., "Discover," "Join," "Experience," "Krush It").
• •Maintain Consistency Across All Channels: Ensure the tone used on the website matches the tone on Instagram, TikTok, email marketing, and any other customer touchpoint. This builds brand recognition and trust.
• •Listen to Your Audience and Adapt (Slightly): While maintaining core values and tone, pay attention to how your audience communicates and engages. Subtle adaptations in language to resonate better with specific platforms (e.g., more playful on TikTok, slightly more descriptive on the website) can be effective, as long as the core brand voice remains intact.

Social Perception

Trendy and Modern, Associated with Fun and Socializing, Engaging (on TikTok)

Copy Examples

• •KRUSHWELL: Zero Sugar, All the Celebration. Fuel Your Fun. Body: Don't let next-day regrets kill your vibe. Our electrolyte-infused vodka seltzer lets you celebrate tonight AND conquer tomorrow. 0 carbs, 0 sugar, 100% ready for anything. #KrushLife
• •Social Media Post (Image: Friends laughing with KRUSHWELL cans): Caption: Making memories shouldn't mean making compromises. With KRUSHWELL, you get all the flavor and fun, without the stuff you don't need. What are you krushing this weekend? #CelebrateSmarter #ElectrolyteBoost
• •Crafted for those who live life to the fullest. KRUSHWELL delivers a clean, crisp taste with the added power of electrolytes. It’s more than a drink; it’s your partner in celebrating every moment and still owning your day after.
• •Instagram Story Idea (Interactive Poll): Question: What's your go-to KRUSHWELL flavor for a post-workout celebration? [Blackberry Mint / Passionfruit Hibiscus / Watermelon Cucumber / Lemon Ginger] #FitnessAndFun #KrushIt
• •Short Video Ad Script (Energetic music, quick cuts of people enjoying KRUSHWELL in various active/social settings): Voiceover: Why choose between a great night and a great next day? KRUSHWELL. 0 Sugar. 0 Carbs. Electrolytes. Celebrate Today. KRUSH Tomorrow.