Brand Tone

Calm & Serene, Natural & Pure, Elegant & Sophisticated, Mindful & Considered, Authentic & Gentle

Brand Values

• •Nature & Botanicals
• •Quality & Efficacy
• •Simplicity & Minimalism
• •Well-being & Self-Care
• •Sustainability & Ethical Sourcing (Implied)
• •Craftsmanship (Small-batch)

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., calm, elegant, natural), including preferred vocabulary, sentence structure, and a list of words to use and avoid. Share this with anyone creating content.
• •Focus on Sensory Language: Use descriptive words that appeal to sight, smell, touch, and even sound (e.g., "velvety texture," "whispers of lavender," "dew-kissed petals") to immerse the audience in the brand experience.
• •Emphasize Benefits, Not Just Features: While listing natural ingredients (features) is important, explain how these benefit the user (e.g., "Kawakawa extract, known for its soothing properties, helps to calm irritated skin"). Frame benefits in terms of feeling and experience (e.g., "restores tranquility," "unveils radiance").
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual branding. If the visuals are soft, minimalist, and natural, the language should reflect this, avoiding overly aggressive, loud, or technical jargon.
• •Read Aloud and Review: Before publishing, read all copy aloud to ensure it flows well and truly captures the desired serene, elegant, and natural tone. Check for consistency across all platforms – website, social media, emails, and packaging.

Social Perception

Seen as a provider of high-quality, natural products; Appreciated for its aesthetic; Associated with calmness and relaxation; Trusted for its New Zealand origins; Viewed as a thoughtful gift option

Copy Examples

• •Unveil a luminous glow with our Kowhai & Rosehip Rejuvenating Serum. A delicate infusion of native botanicals and precious oils, crafted to deeply nourish and restore your skin's natural radiance. Embrace a moment of pure, botanical indulgence.
• •Soft light, gentle shadows, and the soothing aroma of wild fig and manuka. Our botanical candles are hand-poured to transform your space into a sanctuary of calm. Breathe deeply, unwind.
• •Discover the Gentle Embrace of Nature | Your Poet Botanicals Ritual Awaits
• •Poet Botanicals: Where Nature Nurtures. Artisan skincare and home fragrances, inspired by the wild beauty of New Zealand.
• •At Poet Botanicals, we believe in the quiet power of nature. Each formulation is a thoughtful blend of pure, effective ingredients, designed to soothe your skin and calm your senses. It's more than skincare; it's a gentle daily ritual.