Brand Tone

Minimalist, conscious, and uplifting

Brand Values

• •Sustainability
• •Simplicity & Effectiveness
• •Health & Safety
• •Aesthetic & Joy

Best Practices

• •Use Uplifting and Simple Language: Employ words like "brighten," "elevate," "simple," and "fresh." Keep sentences clear and concise to reflect the brand's minimalist ethos.
• •Lead with the "Why": Start with the core valuesBsustainability, safety, and simplicity. Frame the product not just as a cleaner, but as a better choice for a healthier home and planet.
• •Highlight Sensory Benefits: Go beyond "effective." Describe the "fresh citrus scent" from essential oils and the "beautiful" feel of the glass bottle. This connects with the brand's goal of making cleaning enjoyable.
• •Emphasize "Safe & Powerful": Consistently pair these two concepts. Reassure customers that non-toxic does not mean ineffective. Use phrases like "pantry-safe ingredients" and "powerful on grease and grime" together.
• •Focus on the Routine, Not Just the Product: Write about how LUUM fits into and improves the user's life. Use phrases like "simplify your routine," "elevate your everyday," and "for everything," positioning the brand as a seamless and positive part of the customer's lifestyle.

Social Perception

Trusted by conscious consumers, perceived as an aspirational yet accessible problem-solver for sustainable and effective home cleaning, providing a solution to environmental concerns, harsh chemicals, and unappealing product aesthetics.

Copy Examples

• •Headline: A Brighter Way to Clean. Body: Introducing LUUM. Our powerful, non-toxic cleaning tablets and beautiful, refillable glass bottle simplify your routine and brighten your home. No harsh chemicals, no plastic waste. Just a brilliant clean.
• •Headline: The Last Cleaning Bottle You'll Ever Buy. Body: Tired of hiding ugly plastic bottles under the sink? Our 'For Everything' Starter Kit pairs a timeless glass spray bottle with powerful, plant-based cleaning tablets. Good for your home, great for the planet.
• •Headline: Tough on Grime. Gentle on Your Family. Body: From sticky countertops to scummy faucets, LUUM's cleaning tablets use the power of baking soda and citrus oils to cut through messes safely. Finally, a cleaner you can feel good about using everywhere.
• •Headline: Just Add Water. Body: Why ship water? Our space-saving cleaning tablets dissolve in your reusable LUUM bottle to create a powerful, all-purpose cleaner. ItJs a smarter, more sustainable way to keep your home sparkling.
• •Headline: Look Forward to Cleaning. Body: With a beautiful design youJll want to display and a fresh citrus scent that boosts your mood, LUUM transforms cleaning from a chore into a simple moment of joy. Elevate your everyday.