Brand Tone

Nurturing, Educational, and Serene. Gentle, supportive, and informative, communicating in a calm and reassuring manner. Aspirational, focusing on self-love, rituals, and connection with nature, educating on benefits rather than aggressive sales.

Brand Values

• •Sustainability
• •Natural and Ethical Ingredients
• •Self-Care as a Ritual
• •Transparency and Education
• •Local Colombian Identity

Best Practices

• •Use Sensorial and Gentle Language: Employ words that evoke calmness, nature, and positive feelings. Phrases like "gentle caress," "soothing touch," "natural vitality," and "serene ritual" reinforce the brand's nurturing tone.
• •Educate Before Selling: Structure copy to first inform the customer about the why—the benefits of an ingredient, the importance of sustainability—before directly encouraging a purchase. This builds trust and positions the brand as an expert.
• •Emphasize the Ritual: Frame product use as a mindful experience rather than a chore. Use words like "ritual," "ceremony," "moment," and "sanctuary" to elevate the act of self-care.
• •Maintain a Minimalist Phrasing: Just as the visual aesthetic is clean and uncluttered, the copy should be concise and purposeful. Avoid overly complex sentences or exaggerated claims. Let the quality of the product and the brand's values speak for themselves.
• •Connect to a Greater Purpose: Consistently tie the products back to the core values of sustainability and conscious living. Remind the customer that their purchase is a vote for a better world, making them feel part of a positive movement.

Social Perception

Positive and value-aligned. Perceived as trustworthy, high-quality, and aesthetically pleasing. Customers are drawn to its strong ethical and environmental stance, seeing it as a participant in a larger movement towards sustainability and mindful consumption.

Copy Examples

• •Ready to Flourish? Your Hair's Natural Journey Begins. Switching to a solid shampoo is more than a change—it's a ritual of care for your hair and the planet. Let go of plastic and embrace the concentrated power of nature. Our solid bars cleanse gently, leaving only softness and vitality behind. Your transition to beautiful, sustainable hair starts with a single step.
• •The Soothing Touch of Calendula. Meet our Calendula & Chamomile facial bar, a gentle caress for your skin. Known for its calming properties, calendula works to soothe and reduce irritation, making it perfect for sensitive skin. Each wash is a moment of peace, leaving your complexion serene, balanced, and naturally radiant.
• •Your Sunday Ritual, Reimagined. This isn't just a routine; it's a ceremony for you. Transform your bath into a sanctuary with our nourishing solid cosmetics. As the warm water flows, let the natural aromas calm your mind and the gentle formulas restore your skin. This is your moment. This is MINIO.
• •One Bar, Zero Waste. Choose cosmetics that care. Every MINIO bar you use is one less plastic bottle in the world. Join us in our commitment to a cleaner planet and a more beautiful you. Shop our collection and be part of the change.
• •Cosmetics that flourish. Natural. Vegan. Colombian. Swipe up to discover MINIO.