Brand Tone

calm, authentic, sophisticated, and gentle

Brand Values

• •Natural & High-Quality Ingredients
• •Craftsmanship & Artistry
• •Mindfulness & Self-Care
• •Gentleness & Efficacy
• •Sustainability

Best Practices

• •Use a Serene and Evocative Language: Employ calm, gentle, and poetic language that focuses on sensory details —the feel of the lather, the natural scents, the visual beauty of the soap.
• •Highlight the 'Why' Behind the Brand: Consistently communicate the core concept of "returning to oneself" and the ritual of mindful cleansing. Connect the product to a deeper experience of well-being.
• •Emphasize Natural Ingredients and Craftsmanship: Always mention the high-quality, plant-based oils and the traditional cold-process method. This reinforces the brand's commitment to quality and authenticity.
• •Maintain Visual and Textual Harmony: Ensure that the tone of the copy always matches the minimalist, clean, and natural aesthetic of the brand's visuals on the website and social media.
• •Tell the Story of Each Product: Each soap has a unique name and ingredient composition. Create short narratives for each, explaining the inspiration behind them and the specific benefits they offer, making the customer's choice more personal and meaningful.

Social Perception

mue is perceived as a premium, artisanal brand that offers a luxurious and aesthetically pleasing product. Customers view the soaps as a treat for themselves or a thoughtful gift. There is a high level of trust in the brand's quality and craftsmanship, and it is associated with a mindful, natural, and sophisticated lifestyle. The unique designs and beautiful packaging are significant contributors to this perception.

Copy Examples

• •Return to your essence. Our cold-process soap, handcrafted with nourishing botanical oils, gently washes away the day, leaving your skin soft and your mind clear. Discover the art of mindful cleansing.
• •Each bar of mue soap is a unique piece of art, a testament to the beauty of nature and the skill of our artisans. Experience the rich, moisturizing lather and delicate scents that turn your daily routine into a serene ritual.
• •For skin that feels as pure as nature intended. The 'newme' bar, with its unique blend of low-irritant oils, is designed for the most sensitive skin, offering a gentle cleanse and a fresh start.
• •The perfect gift of tranquility. Our soaps, with their captivating designs and natural fragrances, are elegantly packaged to delight the senses. Give a moment of peace and self-care to someone special.
• •Beyond clean. Our soaps are crafted to restore balance. Let the rich blend of plant-based ingredients and essential oils wash away stress and reveal your natural radiance.