Brand Tone

witty, calm, and sophisticated

Brand Values

• •Balance and Wellbeing
• •Aesthetic and Design
• •Quality and Innovation
• •Authenticity and Community

Best Practices

• •Speak to the "Why," Not Just the "What": Focus on the solution (calm, balance, clarity) rather than just the ingredients. The founder emphasizes marketing a feeling, not a beverage. Use taglines like "an antidote to modern times" to address the user's core need for a break from stress.
• •Embrace Witty & Understated Humor: Use clever, short, and often tongue-in-cheek copy. The tone should be smart and self-aware, reflecting the mindset of the target millennial and creative audience.
• •Use Calm and Evocative Language: Your vocabulary should reflect the product's effect. Use words like "unwind," "balance," "ease," "clarity," and "pause." Avoid high-urgency, aggressive, or loud marketing language.
• •Keep it Minimal and Clean: Just like the can design, the copy should be uncluttered. Use short sentences, bullet points, and ample white space to make messages easy to digest and visually calming.
• •Be Aspirational but Relatable: Position the brand as a tool for a better, more balanced life, but do so in a way that feels authentic and achievable. Acknowledge the reality of modern stress while presenting Recess as a simple, accessible solution.

Social Perception

Recess is widely perceived as a premium, "aesthetic" wellness brand. Customers see it as an effective alternative to alcohol for social relaxation or a healthier option than a sugary soda or caffeinated drink for a midday break. Its beautiful packaging is frequently mentioned as a key selling point. While many users praise its calming effects and unique, subtle flavors, some are skeptical of its efficacy or find the taste too understated. The primary criticism tends to be its premium price point, which some consumers feel is too high for regular consumption. Overall, it is viewed as a sophisticated and desirable brand for the modern, health-conscious, and often creatively-inclined consumer.

Copy Examples

• •Instagram Ad (Image: A person smiling serenely in a busy, chaotic urban environment): Headline: Find your pause button. Body: The world won’t stop spinning, but you can. Sip a Recess and feel the noise fade. Calm, cool, and collected is just a can away. #TakeARecess
• •Website Product Description (for Recess Mood): Headline: An antidote to your afternoon slump. Body: Meet your new 3 p.m. ritual. Infused with magnesium and adaptogens, Recess Mood is a sparkling drink made to help you unwind and refocus. It’s the crisp, calming sip that helps you handle whatever the rest of your day throws at you.
• •Email Subject Line: Stressed? We made a drink for that.
• •Facebook Ad (Video: A montage of satisfying, calm moments - a book page turning, gentle rain, a cat stretching): Headline: We canned a feeling. Body: You know that feeling of calm clarity? We put it in a can. With balancing adaptogens and mood-lifting magnesium, Recess helps you get back to you. Ready to take a break?
• •Social Media Caption (Image: A single can of Recess next to a laptop): Caption: That feeling when your to-do list is long, but your mind is clear. That’s a Recess.