Brand Tone

reassuringly scientific

Brand Values

• •Safety
• •Scientific Efficacy
• •Accessibility & Affordability
• •Empowerment
• •Transparency

Best Practices

• •Lead with Science, Reassure with Safety: Always ground claims in scientific evidence. Use phrases like "third-party tested," "clinically studied," and "backed by research." Immediately follow up efficacy claims with reassurances about skin and eye safety.
• •Acknowledge and Educate: Do not ignore the public's questions about UV light. Proactively address the differences between Far-UVC and conventional UVC. Use the copy to educate the audience on why 222nm is different and has been studied for safe use in occupied spaces.
• •Speak to the "Why," Not Just the "What": Instead of just describing the product, focus on the outcome: "peace of mind," "an added layer of confidence," "taking control of your environment." Connect with the user's desire for safety and reduced anxiety.
• •Maintain a Calm and Professional Tone: Avoid alarmist or overly aggressive marketing language. The brand's strength is its measured, scientific, and trustworthy voice. This tone appeals to its cautious and well-informed target audience.
• •Be Explicit About Intended Use: To counter concerns about misuse, clearly state that the products are a "layer of protection" to be used alongside other measures. Frame it as a tool for personal space and fixed installations, and be transparent about its capabilities and limitations as seen on reseller sites.

Social Perception

Bifurcated: viewed as a vital, innovative tool for harm reduction by health-conscious individuals, providing a needed layer of protection. However, in broader forums, there is skepticism and debate due to ethical concerns regarding public exposure to UV radiation and questions about long-term safety data, leading to perceptions of the technology as "sketchy" or experimental.

Copy Examples

• •Your Personal Airspace, Secured. The Nukit Torch uses proven 222nm Far-UVC light to create a zone of cleaner air around you. Backed by third-party testing, it's a safe, quiet, and portable way to add a layer of protection at the office, during appointments, or anywhere life takes you.
• •High-risk settings require better-safe solutions. The Nukit Torch offers peace of mind with skin-safe and eye-safe Far-UVC technology that works to inactivate airborne pathogens in your personal space. Add an evidence-based layer of protection to your routine. #NukitToBeSure #FarUVC #PersonalSafety #CleanAir
• •Affordable, Effective, and Verified. The Nukit Lantern brings hospital-grade technology into your home at an accessible price point. Unlike loud purifiers, it's silent and works continuously to neutralize viruses, bacteria, and mold in the air. We believe in transparency; all of our efficacy and safety data is available for you to review.
• •Breathe easier during your travels. Crowded airports and stuffy hotel rooms can be a source of anxiety. Pack a set of Nukit Torches. They are lightweight, TSA-compliant, and provide a discreet, scientifically-backed layer of air disinfection, helping you to feel more secure on the go.
• •Science, not speculation. Our 222nm Far-UVC devices are third-party tested to be safe for continuous use around people and pets. We're committed to transparency and making this vital technology accessible. See the data for yourself on our website. #FarUVC #Safety #IndoorAirQuality