Brand Tone

A carefully crafted blend of approachable fun and scientific trustworthiness.

Brand Values

• •Safety and Transparency
• •Innovation and Science
• •User Experience and Education
• •Quality and Efficacy

Best Practices

• •Always Pair Fun with Facts: Never present the fun, 'mellow' side of the brand without reinforcing the science. For every mention of 'mood' or 'vibe,' include a reminder of 'lab-tested' or 'pharmacist-formulated' to maintain trust.
• •Focus on the 'Why,' Not Just the 'What': Instead of just listing cannabinoids (the 'what'), focus on the intended outcome (the 'why'). Frame copy around solving a problem or achieving a desired feeling, such as 'for better sleep,' 'to spark creativity,' or 'to unwind.'
• •Use an Empathetic, Guiding Tone: Position the brand as a knowledgeable guide. Use phrases like 'Here to help you find...' or 'Designed for those who...' to show an understanding of the customer's needs and make the complex world of cannabinoids feel accessible.
• •Maintain a Consistent Lexicon: Regularly use brand-specific keywords like Mellow, Mood, Blend, Experience, Formulated, Lab-Tested, Quality, and Innovation. This reinforces brand identity and values in all communications.
• •Adapt the Message, Not the Personality: The specific content will change from a scientific LinkedIn post to a playful TikTok video, but the core brand personality—knowledgeable, safe, and friendly—should remain consistent across all platforms. Reply to customer comments and questions with this same voice.

Social Perception

Public perception is largely positive, recognizing Mellow Fellow as a leader and innovator with effective products and quality hardware. However, it is mixed due to criticisms regarding shipping delays and concerns about the transparency and accuracy of lab testing.

Copy Examples

• •That Friday feeling, bottled. Unwind from the week and find your perfect state of chill with our Tranquility blend. #MellowFellow #FindYourMood #WeekendVibes
• •Stuck in a creative rut? We’ve got a blend for that.
• •Pharmacist-formulated. Lab-tested. Designed for your mood. Experience cannabis with confidence.
• •Unlock your next big idea. Our Creativity Blend combines the uplifting effects of Blue Dream with a proprietary mix of cannabinoids to sharpen focus and inspire innovation. Expect a smooth, flavorful vapor with notes of berry and a clear-headed, energetic finish.
• •Anxiety holding you back? Our Introvert Blend is specially formulated to calm the mind and ease social tension, helping you feel more like yourself. Tap to explore a more comfortable you.