Brand Tone

Conscientious and Educational, Inspirational and Aspirational, Pure and Authentic

Brand Values

• •Health and Well-being
• •Environmental Stewardship
• •Quality and Performance
• •Innovation Rooted in Tradition

Best Practices

• •Always start with the core values of health and environmental safety. Instead of saying, "High-quality paint," say, "Create a healthier living space with high-quality, non-toxic paint." This reinforces the brand's purpose.
• •Consistently use words like pure, natural, healthy, safe, zero toxins, plant-based, and conscientious. This builds a strong and recognizable brand vocabulary.
• •Present information about the benefits of natural paint and the drawbacks of traditional paint as helpful guidance. Use a supportive, expert tone rather than a judgmental one.
• •Use storytelling and imagery that ties the product back to its natural origins—fields, flowers, plants, and bees. This powerfully communicates the brand’s eco-friendly foundation.
• •Leverage the powerful words of satisfied customers. Sharing reviews that highlight the lack of smell, safety for families, and beautiful results provides authentic social proof that aligns perfectly with the brand’s promises.

Social Perception

Pure Paint Lab is perceived as a premium, high-quality, and highly ethical brand. Customers who purchase it are likely driven by health concerns, environmental values, or a desire for a high-end, luxury finish. It is seen as a trustworthy and innovative leader in a niche market, "cracking a nut that no one else has cracked." The primary appeal is its safety and purity. Reviewers consistently mention the lack of harsh chemical odors as a major benefit, allowing them to paint indoors without worry. The brand is seen as a solution for those with chemical sensitivities and for use in sensitive environments like nurseries or beehives.

Copy Examples

• •Breathe easy, from their first day home. Our paint is 100% plant-based and free of toxins, so the only thing filling your nursery is love. Pure color, pure peace of mind. #PurePaintLab #HealthyHome #NurseryInspo
• •The Future of Paint is Natural. Transform your space without compromise. Pure Paint Lab offers the rich, luxurious color you want, with none of the toxins you don't. Made from plants, for a healthier planet and a healthier you. Shop the collection now.
• •Purity in Every Pigment. Performance in Every Coat. Discover North America's only 100% plant-based paint.
• •Your weekend project, now without the headache.
• •It's more than just color, it's your conscience in a can. Our paint is made from nature to bring beauty into your home, safely and sustainably. Explore our colors and see why Pure Paint Lab is better for you and the planet.