Brand Tone

Artisanal & Handcrafted, Natural & Earthy, Ethical & Conscientious, Holistic & Wellness-Oriented, Transparent & Honest, Elegant & Luxurious (yet accessible), Calm & Soothing

Brand Values

• •Natural Ingredients
• •Sustainability & Eco-consciousness
• •Quality & Craftsmanship
• •Holistic Well-being
• •Transparency
• •Aesthetic Beauty
• •Customer Care & Connection

Best Practices

• •Embrace Sensory Language: Use evocative words that appeal to the senses – describe the textures of the clays, the aromas of the essential oils, and the visual beauty of the natural ingredients and minimalist packaging. Think silky lather, earthy aroma, gentle exfoliation.
• •Highlight Natural & Ethical Elements: Consistently weave in terms like handcrafted, small-batch, sustainably sourced, biodegradable, plant-based, and cruelty-free. Be specific about key botanical ingredients and their benefits.
• •Maintain a Calm, Grounded Voice: Avoid overly aggressive sales language or hype. The tone should feel reassuring, gentle, and focused on well-being and mindful self-care. Use words like discover, immerse, nourish, balance.
• •Tell the Story of Craftsmanship and Origin: Briefly mention the Brooklyn studio, the infusion of Eastern and Western traditions, and the Form and Function philosophy. This adds depth and authenticity to the brand narrative.
• •Be Transparent and Informative: Clearly communicate what's in the products (and what's not). Use the Index of Ingredients as a selling point, reinforcing trust and aligning with the value of clarity. Explain the benefits of key natural components.

Social Perception

High-Quality Products, Beautiful & Giftable, Effective & Gentle, Pleasant Scents, Trustworthy Small Business, Positive Online Presence

Copy Examples

• •Headline: Even Keel: Where Ancient Wisdom Meets Modern Ritual. Body: Discover handcrafted serenity. Our artisanal bath and body creations blend the purity of Eastern herbal traditions with the gentle power of Western botanicals. Indulge your senses, naturally.
• •Product Description (for a soap bar): Immerse yourself in the tranquility of our [Soap Name] bar. Hand-poured in small batches in our Brooklyn studio, this luxurious soap features [Key Ingredient 1] and [Key Ingredient 2], ethically sourced and chosen for their skin-loving properties. Experience a cleanse that's as kind to the earth as it is to your skin.
• •Social Media Post: Find your moment of stillness. Our [Product Name] is crafted with [Benefit/Ingredient focus], designed to turn your daily routine into a mindful escape. Breathe in nature, exhale peace. #EvenKeel #NaturalSkincare #HolisticWellbeing #BrooklynMade #SelfCareSunday
• •Email Subject Line: Unwrap the Gift of Natural Radiance ✨ Body: At Even Keel, we believe true care begins with clarity. That's why our handcrafted soaps and apothecary goods are made with only the finest natural clays, oils, and botanicals – and never any synthetics. Treat yourself or someone special to a touch of everyday luxury.
• •About Us Snippet: Born from a passion for holistic well-being and a deep respect for the earth, Even Keel handcrafts each product with intention. We blend timeless herbal wisdom with contemporary design, creating beautiful, effective, and sustainable self-care essentials for your daily rituals.