Brand Tone

Calm, Therapeutic, and Premium

Brand Values

• •Holistic Wellness
• •Natural and Ethical Sourcing
• •Sustainability
• •Australian Identity
• •Mindfulness and Ritual

Best Practices

• •Use a "Therapeutic Luxury" Lexicon: Consistently use words that blend relaxation with efficacy. Pair words like "soothe," "calm," and "unwind" with "formulated," "restorative," and "benefit" to reinforce the brand's identity as both a premium indulgence and a wellness tool.
• •Always Tell the Origin Story: In product descriptions and "about" sections, consistently mention that the infusions are "handcrafted on the NSW Tweed Coast," "formulated by a Clinical Aromatherapist," and use "natural, organic Australian ingredients." This reinforces the values of quality, expertise, and local identity.
• •Bridge the Product and the Practice: Frame the product not just as something to buy, but as a key to an experience. Use language that encourages creating a ritual, such as "carve out time for yourself," "begin your wind-down ritual," or "transform your space."
• •Emphasize a Gentle Approach to Sustainability: Mentioning that the sachets and packaging are "biodegradable" and "eco-friendly" should be a standard part of the product description. This appeals to the conscious consumer without being overly aggressive.
• •Maintain a Unified Voice Across All Channels: Ensure the calm, premium, and therapeutic tone is consistent, whether on the website, social media captions, or email newsletters. The language used on the product-focused Facebook page should mirror the aspirational wellness language of the Relax Studio Instagram account when featuring the products.

Social Perception

Relax Max Australia is perceived as a legitimate, high-quality product designed for self-care and relaxation, shaped by its association with the Relax Studio wellness center. Customer-facing language is positive and benefit-oriented. It targets individuals seeking to alleviate stress, improve wellbeing, and indulge in at-home spa-like experiences, positioning itself as a premium, considered purchase.

Copy Examples

• •This is your sign to switch off and sink in. Our Mindful Mandarin Bath Infusion is more than a soak —it's a ritual. Handcrafted with organic Australian ingredients to melt away the tension of the day and restore your peace. Turn your bathroom into a private sanctuary.
• •When a quiet mind feels out of reach, find your anchor with Sage Slumber. Formulated by a clinical aromatherapist, this infusion blends the grounding properties of sage with mineral-rich Epsom salts to soothe tired muscles and prepare your body for deep, restorative sleep. Each biodegradable sachet releases a therapeutic aroma, signaling to your mind and body that it's time to unwind. Vegan, cruelty-free, and lovingly made on the Tweed Coast.
• •Escape the noise without leaving home. This weekend, dedicate time to yourself with our Australian-made bath infusions. Discover how a simple 20-minute soak can transform your state of mind and set a peaceful tone for the week ahead. Shop the collection now and find your perfect blend.
• •Tired muscles? Busy mind? Don't just shower, restore. Relax Max Australia's bath infusions are made with natural, organic ingredients to soothe your body and calm your thoughts. Experience a therapeutic escape in your own tub. Learn more and discover our blends.
• •Beyond the Bubbles: How to Turn Your Bath into a Powerful Mindfulness Practice