Brand Tone

eco-conscious, informative, and earnestly passionate; personable and appreciative

Brand Values

• •Sustainability and Environmental Responsibility
• •Conservation
• •Local Production and Heritage
• •Innovation and Quality
• •Ethical Practices

Best Practices

• •Always Circle Back to the Mission: Every piece of copy, where appropriate, should subtly or overtly connect back to the core mission of monarch conservation and sustainable practices.
• •Educate and Inform: Use opportunities to share facts about milkweed, monarch butterflies, and the benefits of sustainable choices. This reinforces the brand as knowledgeable and transparent.
• •Emphasize "Local" and "Natural": Highlight the Canadian/Quebecois origin of the products and the natural, plant-based materials used. This appeals to conscious consumers.
• •Maintain a Hopeful and Passionate Voice: Even when discussing environmental challenges, the tone should be empowering and focused on positive action and solutions. The passion for the cause should be palpable.
• •Be Personable and Appreciative: In direct communications and social media, reflect the courteous and grateful tone often praised in customer service reviews. Use "we" to foster a sense of community and shared purpose.

Social Perception

Customers and the public generally perceive Lasclay positively as a brand with High-Quality Products, Excellent Customer Service, an Eco-Conscious and Mission-Driven focus, Innovation, and Education.

Copy Examples

• •Headline: Warmth That Nurtures. Our Milkweed Mittens. Body: Experience the revolutionary comfort of Lasclay. Our mittens, insulated with natural milkweed silk, offer exceptional warmth while supporting vital monarch butterfly habitats. Crafted with care in Quebec. #Lasclay #MilkweedMagic #SustainableStyle
• •Headline: More Than a Lunch Bag. It's a Statement. Body: Pack your lunch with purpose. Lasclay's insulated lunch bags keep your meals fresh and champion a greener planet. Made with innovative milkweed insulation, each purchase helps save the monarchs. Eat well, do good. #EcoFriendly #MonarchConservation #LasclayLife
• •Headline: Plant Hope for Monarchs. Body: Join us in our mission to restore monarch populations. Our milkweed seeds and seed bombs are your first step to creating a butterfly haven in your own backyard. Let's grow a better future, together. #SaveTheMonarchs #MilkweedMovement #LasclayGardens
• •Headline: Quebec-Crafted. Nature-Approved. Body: From local milkweed fields to your hands, Lasclay products are a testament to Canadian innovation and environmental stewardship. Discover the difference of plant-based warmth. #MadeInCanada #SustainableInnovation #Lasclay
• •Headline: Why Milkweed? The Eco-Warrior of Insulation. Body: Did you know milkweed silk is warmer than down, naturally water-resistant, and crucial for monarch butterflies? Lasclay is proud to harness its power for products that are kind to you and the Earth. Learn more about our journey. #MilkweedFacts #EcoTech #ChooseLasclay