Brand Tone

Natural & Evocative, Calm & Reassuring, Authentic & Ethical, Understated Luxury, Appreciative & Mindful

Brand Values

• •Nature & Wellbeing
• •Sustainability & Ethics
• •Quality & Craftsmanship
• •Authenticity & Transparency
• •Connection

Best Practices

• •Evoke Sensory Experience: Use descriptive language that appeals to the senses – the scent of botanicals, the feel of a product, the sound of the sea. Focus on how the products make the user *feel*.
• •Emphasize Natural Origins: Consistently highlight the natural ingredients, their benefits, and the sustainable sourcing. Connect products back to the land and water that inspire them.
• •Maintain a Calm and Mindful Voice: Use language that is gentle, reassuring, and encourages moments of reflection and self-care. Avoid overly energetic or sales-driven language.
• •Be Authentic and Transparent: Speak honestly about the brand's values, ingredients, and processes. Build trust through clear and genuine communication.
• •Subtly Convey Quality: Focus on the craftsmanship, the careful selection of ingredients, and the beneficial properties of the products to imply luxury, rather than stating it overtly. Let the quality speak for itself through thoughtful descriptions.

Social Perception

Customers and the public generally perceive land&water as a high-quality, ethical, and luxurious brand with a strong connection to nature and the Cornish coast. The scents of the products are a significant point of positive feedback. The commitment to natural ingredients and sustainability resonates well with consumers looking for eco-conscious and gentle products. There's an appreciation for the brand's story and its evocation of a coastal lifestyle. It's seen as a brand that delivers on its promises of natural luxury and wellbeing.

Copy Examples

• •Product Description (Body Wash): Awaken your senses with the invigorating rush of the coast. Our [Product Name] body wash, rich with [Key Ingredient 1] and [Key Ingredient 2], gently cleanses while the natural botanicals leave your skin feeling fresh, revitalised, and kissed by the sea air. Start your day with a moment of pure, elemental refreshment.
• •Social Media Post (Instagram): Pause. Breathe. Connect. Find your moment of calm amidst the everyday, inspired by the gentle rhythm of the tides and the wild beauty of the shore. Our [Product Name] collection is crafted to bring that elemental peace into your home. #landandwater #NaturalWellbeing #CoastalCalm
• •Email Subject Line (New Product Launch): New from land&water: Embrace the shoreline's touch.
• •Website Banner (Homepage): land&water: Bottling the essence of coastal wellbeing. Natural. Sustainable. Made in Britain.
• •Journal Article Intro: There’s a unique magic where land meets water – a feeling of invigoration, of peace, of coming home to yourself. We explore how these elemental encounters shape our wellbeing and inspire every drop in our collection.