Brand Tone

Conscious & Caring, Informative & Guiding, Passionate & Sincere, Warm & Approachable, Aspirational yet Practical

Brand Values

• •Sustainability
• •Ethical Practices
• •Supporting Local
• •Quality & Durability
• •Health & Well-being
• •Community & Responsibility

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining the key characteristics of moss & pear's tone (e.g., conscious, caring, informative, warm), with do's and don'ts and examples. This ensures anyone creating content understands the desired voice.
• •Prioritize Value-Driven Language: Consistently weave in terms related to sustainability, ethical sourcing, natural materials, and supporting local. This reinforces the brand's core values in every communication.
• •Speak from a Place of Passion and Authenticity: Let the genuine care for the environment and community shine through. Share the founder's story or the "why" behind the brand to build a stronger connection.
• •Educate, Don't Preach: While informing customers about sustainable choices, maintain a helpful and guiding tone rather than a judgmental one. Offer solutions and celebrate small steps towards a greener lifestyle.
• •Maintain Visual Consistency: Ensure that the visual elements (photography, graphics) across all platforms align with the natural, clean, and aspirational aesthetic, which complements the brand's tone and values. This is well-executed on their Instagram and website.

Social Perception

Trusted & Reputable, Eco-Conscious Leader, Innovative, Authentic & Family-Oriented

Copy Examples

• •Instagram Post (Product Focus): Tired of soggy soap and plastic bottles cluttering your bathroom? 🌿 Our handcrafted Timber Magnetic Soap Holder is here to change that! Made from sustainably sourced Australian hardwood, it keeps your soap dry, lasting longer, and your conscience clear. Embrace a touch of minimalist eco-luxury. ✨ #mossandpear #zerowastehome #sustainableliving #australianmade #plasticfree
• •Facebook Ad (Benefit Focus): Give your little one the purest start. At moss & pear, we curate beautiful, non-toxic baby essentials that are kind to their skin and our planet. From organic cotton clothing to natural rubber toys, discover quality you can trust. Shop consciously, live beautifully. 👶💚 [Link to website] #ecobaby #naturalparenting #sustainablekids #mossandpear #australianowned
• •Website Homepage Banner: moss & pear: Beautifully curated, ethically sourced. Discover sustainable treasures for your baby and child, lovingly chosen for a healthier home and a happier planet. Join our journey to a zero-waste lifestyle. [Shop Now Button]
• •Email Newsletter Snippet (Value Focus): Did you know? Supporting local isn't just a buzzword for us – it's a promise. At moss & pear, we champion Australian artisans and businesses, bringing you unique, high-quality products while reducing our carbon footprint. This month, we're highlighting [Local Brand Name]... [Read More/Shop Collection Link]
• •Pinterest Pin Description (Inspirational/Educational): Simple swaps for a greener home. 🏡 Tip #1: Ditch the plastic wrap for reusable food wraps! They're perfect for little lunches and big changes. What are your favourite eco-swaps? Share below! 👇 #mossandpear #ecotips #sustainablefamily #reducewaste #goinggreen