Brand Tone

Clean, Trustworthy, and Family-Friendly, with an underlying current of being Modern and Playful. It emphasizes safety, wellness, and purity, while also being accessible, fun, and stylish.

Brand Values

• •Health and Safety
• •Innovation and Quality
• •Self-Expression and Versatility
• •Family and Community
• •Purpose-Driven Origin

Best Practices

• •Always Bridge "Clean" and "Fun": Every piece of copy should ideally touch upon both the health/safety aspect (antimicrobial, BPA-free) and the lifestyle/enjoyment aspect ("Good Clean Fun," self-expression, adventure).
• •Lead with the "Why" (The Origin Story): Periodically remind the audience of the brand's authentic origin. Weaving in the story of the co-founder's mission adds depth and builds trust that goes beyond product features. Use phrases like "Born from a mission..." or "Inspired by a need for safety...".
• •Use a "Trustworthy but Approachable" Tone: When discussing technical features, explain the benefit to the user in simple terms. For example, instead of just "antimicrobial surface," use "a surface that protects itself from 99% of microbes, so you can share vibes, not germs.".
• •Emphasize "Versatility as an Accessory": Frame the products not just as containers, but as part of the user's personal style. Use copy that encourages mixing and matching and highlights how the drinkware fits into different parts of their day, from the office to the outdoors. Leverage the idea that "drinkware is the new accessory.".
• •Focus on Solutions and Peace of Mind: The copy should consistently answer the unspoken questions of the target audience. By proactively addressing these concerns with keywords like "Leak-Proof," "Dishwasher-Safe," and "Family-Ready," the brand reinforces its reliability and provides the customer with a sense of security.

Social Perception

The brand is perceived positively for its product quality, particularly its effective temperature control, leak-proof lids, and durable stainless steel. The antimicrobial feature is a key differentiator. PURE Drinkware successfully maintains a strong brand identity that combines health, fun, and style, allowing it to compete with larger brands. It is seen as reliable and trend-forward, available through major retailers. Some potential customer frustration exists regarding the inability to purchase replacement lids.

Copy Examples

• •Sip, Secure, Sanitize. Experience the only fully antimicrobial drinkware on the market. Engineered for your peace of mind and designed for your daily adventures. For Good Clean Fun.™
• •From morning coffee to playground juice boxes, we've got the whole family covered. Our antimicrobial technology means you spread joy, not germs. #PureDrinkware #GoodCleanFun #FamilyHealth
• •Your Hydration Shouldn't Come with Harmful Chemicals. Born from a mission to protect, PURE Drinkware is 100% free of BPA, BPS, & BPF and features a fully antimicrobial surface. Make the switch to a cleaner, safer sip today and enjoy 15% off your first order.
• •Psst... Your New Favorite Water Bottle is Leak-Proof AND Germ-Free. Stop settling for less. Discover the PURE difference.
• •Germs? Nope. Leaks? Never. Fun? Always.