Brand Tone

Friendly, Approachable, Eco-Conscious, Playful, Informative

Brand Values

• •Sustainability
• •Eco-Friendliness
• •Quality and Effectiveness
• •Customer Enjoyment
• •Giving Back
• •Transparency
• •Made in the USA

Best Practices

• •Highlight the eco-friendly nature and benefits of using natural and upcycled materials.
• •Emphasize the ease of use and effectiveness of the fire starters.
• •Incorporate playful and creative language to match product designs and brand personality.
• •Clearly communicate the brand's commitment to giving back to environmental nonprofits.
• •Be transparent about ingredients, sourcing, and manufacturing processes.

Social Perception

Positive, Eco-Conscious Choice, Supportive of Small Business, Giftable

Copy Examples

• •"Badass Fire Starting, Zero Toxins"
• •"Clean-burning, cute-as-hell, funny, and ready to light your next fire—no petrochemicals, no guilt."
• •"Fire starters that spark joy"
• •"Handcrafted with beeswax, recycled sawdust, and spent grains from beer brewing."
• •"A percentage of every purchase goes to environmental nonprofits."