Brand Tone

Passionate & Mission-Driven, Friendly & Approachable, Informative & Educational, Positive & Encouraging, Authentic & Transparent

Brand Values

• •Sustainability
• •Environmental Consciousness
• •Effectiveness & Quality
• •Affordability & Accessibility
• •Innovation
• •Community Focus
• •Transparency

Best Practices

• •Always Emphasize "Why": Connect product features back to the core mission of sustainability and environmental protection. Explain *why* natural ingredients or plastic-free packaging are important.
• •Use Inclusive and Encouraging Language: Employ words like "we," "us," "together," "join us," and "let's" to foster a sense of community and collective action. Avoid judgmental or overly alarmist tones; instead, focus on positive solutions.
• •Be Genuinely Passionate and Authentic: Let the sincere commitment to the environment shine through. Share your story and the journey of the brand.
• •Keep it Clear, Simple, and Informative: While passionate, avoid jargon. Clearly explain the benefits of the products and the sustainable practices in an easy-to-understand way.
• •Show, Don't Just Tell: Use visuals and customer stories (with permission) to demonstrate the products in use and the positive impact of choosing sustainable options. Highlight New Zealand-made aspects and local ingredients where applicable.

Social Perception

Eco-Conscious & Responsible, Trustworthy, Innovative, Community-Oriented, Aligned with Kiwi Values

Copy Examples

• •Headline: Small Change, Big Impact. Your Home, Our Planet. Body: "At Reform, we believe that every sustainable swap counts. Our New Zealand-made household essentials are designed to be kind to your family and the Earth. Effective, affordable, and always eco-conscious. Join the movement! #ReformOurPlanet #SustainableLivingNZ"
• •Headline: Tired of Plastic? We Are Too. Body: "Discover the joy of a plastic-free clean with Reform's innovative refill solutions and compostable packaging. Powerful, natural formulas that get the job done without costing the Earth. Let's make Aotearoa beautiful, together. Shop our range today."
• •Headline: Real Ingredients. Real Clean. Real Good for NZ. Body: "Why choose between effective and eco-friendly? With Reform, you get both. We're passionate about creating high-quality, natural household products that you can trust. From our whānau to yours. Learn more about our commitment to sustainability."
• •Headline: Join the Refill Revolution! Body: "It's more than just cleaning; it's a commitment to a greener future. Our affordable refill options make it easy to reduce waste and embrace a sustainable lifestyle. Every refill helps Reform our planet. Find your nearest stockist or shop online."
• •Headline: Made with Aroha, for Aotearoa. Body: "Planet Reform is proud to be a New Zealand company, dedicated to crafting sustainable household essentials that protect our beautiful land and waterways. We're listening to our community and innovating for a cleaner tomorrow. What small step will you take today?"