Brand Tone

Trustworthy, Educational, and Calm

Brand Values

• •Health and Well-being
• •Sustainability and Environmental Responsibility
• •Transparency and Honesty
• •Quality and Durability
• •Customer-Centric Approach

Best Practices

• •Lead with Your Values: Always anchor the copy in the core principles of health, sustainability, and transparency. Whether talking about comfort or price, frame it through the lens of these values.
• •Educate, Don't Just Sell: Use copy as an opportunity to inform the customer. Explain *why* natural latex is beneficial or *what* makes a product non-toxic. This builds authority and trust.
• •Use a Calm and Reassuring Vocabulary: Employ words that evoke peace, nature, and safety. Terms like "handcrafted," "pure," "gentle," "restful," and "certified" reinforce the brand's tone.
• •Emphasize Transparency and Proof: Consistently mention key trust signals like the 25-year warranty, 100-night trial, third-party certifications, and the "Honest Pricing" model to overcome consumer skepticism.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the clean, natural, and calm aesthetic of the brand's visual identity across all platforms. The words and images should work together to tell the same story.

Social Perception

Peace Lily is perceived by the public as a premium, ethical, and highly credible brand within the New Zealand bedding market. Consumers view it as a go-to option for those prioritizing health and environmental concerns. The brand attracts a clientele that is well-informed, willing to invest in quality and sustainability, and appreciative of the company's transparency. It is often recommended in forums for people looking for natural or non-memory foam mattress alternatives. The perception is that of an expert and a trustworthy leader in the natural sleep solutions space.

Copy Examples

• •Breathe Easy. Sleep Soundly. Your sleep environment matters. Our mattresses are handcrafted from 100% natural latex and organic cotton, free from the harmful chemicals found in memory foam. Choose a healthier, deeper sleep for your family. Discover the Peace Lily difference. #HealthySleep #NonToxicLiving #PeaceLilyNZ
• •From nature, for your nature. Every Peace Lily mattress begins its life as sap from a sustainably managed rubber tree. This incredible natural resource allows us to create a supportive, breathable, and biodegradable sleep surface—without harming our planet. Sleep sustainably tonight. #SustainableLiving #NaturalLatex #EcoFriendlyHome
• •Uncompromising Comfort, Naturally. Experience the perfect balance of support and pressure relief with our flippable latex mattress. Choose your ideal firmness—Medium or Firm—for a truly personalized rest. 100-night trial. 25-year warranty.
• •An investment in your rest, guaranteed for 25 years. Discover why a Peace Lily mattress isn't just a purchase, it's a long-term commitment to better sleep and better health...
• •...Each layer of our mattress is thoughtfully constructed. At the core, you'll find 100% natural Dunlop latex, prized for its durability and responsive support. We never use polyurethane foams or chemical adhesives. This is wrapped in a GOTS certified organic cotton cover, ensuring a soft, breathable, and naturally hypoallergenic surface against your skin.