Brand Tone

Relaxed & Approachable, Informative & Trustworthy, Mindful & Health-Conscious, Playful & Modern

Brand Values

• •Wellness & Balance
• •Quality & Transparency
• •Natural Ingredients
• •Enjoyment & Relaxation
• •Community & Local Connection

Best Practices

• •Create a "Voice & Tone" Guide: Document the key characteristics of the brand's voice (e.g., relaxed, informative, playful) and the appropriate tone for different situations (e.g., social media, product descriptions, customer service). Share this with everyone who creates content.
• •Use "Pause" Language: Incorporate words and phrases related to stopping, relaxing, calmness, mindfulness, and balance (e.g., "unwind," "chill," "serenity," "take a break," "find your moment"). The brand name itself is a great anchor.
• •Emphasize Benefits, Not Just Features: While mentioning "zero sugar" or "CBD/THC content" is important, focus on what these features *do* for the consumer – e.g., "guilt-free enjoyment," "a gentle way to relax."
• •Be Authentic and Transparent: When discussing ingredients like CBD and THC, maintain an honest, educational, and approachable tone. Avoid making unsubstantiated health claims and be open about sourcing and testing.
• •Engage with a Human Touch: Especially on social media, respond to comments and questions in a friendly, helpful, and on-brand manner. Use emojis where appropriate to enhance the relaxed and approachable feel (e.g., ✨, 💧, 😊).

Social Perception

Positive Reception for Effects, Appreciation for Health Attributes, Taste is a Key Factor, Trusted for Quality, Growing Niche

Copy Examples

• •Headline: Feeling Frazzled? It's Time to Pause. Body: Life's a whirlwind. We get it. That's why we created Pause Sparkling Water. Infused with just the right touch of hemp-derived goodness to help you unwind, refocus, and find your calm. Sip the stress away. #TakeAPause #ChillVibesOnly Tone: Relaxed, Empathetic, Solution-Oriented.
• •Headline: Your Guilt-Free Escape is Here. Body: Zero sugar, zero calories, all the chill. Pause Sparkling Water is crafted with natural fruit flavors and premium hemp extract for a refreshingly light way to relax. Taste the tranquility. Tone: Health-Conscious, Reassuring, Appealing.
• •Headline: Why Pause? Because You Deserve It. Body: From our local brewery to your hand, every can of Pause is made with care, quality ingredients, and a promise of pure relaxation. We believe in transparency and good vibes. Learn more about our process and what makes Pause special. #MadeWithLove #PauseAndEffect Tone: Trustworthy, Proud, Community-Focused.
• •Headline: Ditch the Drama. Drink Pause. Body: Tired of the usual? Switch up your sip with Pause+ THC infused sparkling water. A perfectly balanced, flavorful way to elevate your downtime. Enjoy responsibly and find your perfect buzz. Tone: Playful, Modern, Confident.
• •Headline: Meet Your Moment of Zen. Body: Our carefully selected botanicals and premium hemp extracts are here to help you press pause on the chaos and sip your way to serenity. Discover your favorite flavor and let the calm wash over you. #MindfulSipping #PauseForWellness Tone: Mindful, Soothing, Benefit-Oriented.