Brand Tone

Authentic & Transparent, Conscious & Responsible, Empowering & Inclusive, Simple & Direct, Positive & Encouraging

Brand Values

• •Sustainability & Environmental Responsibility
• •Natural & Clean Ingredients
• •Effectiveness & Performance
• •Transparency & Honesty
• •Inclusivity & Simplicity
• •Holistic Well-being

Best Practices

• •Prioritize Transparency: Always be upfront about ingredients, sourcing, and sustainable practices. Use clear, direct language. Avoid greenwashing or making unsubstantiated claims.
• •Embrace Simplicity: Keep messaging concise and easy to understand. Avoid jargon and overly technical terms. Focus on the straightforward benefits and the "no bullsh*t" ethos.
• •Stay Authentic & Relatable: Use a voice that reflects real people and real needs, particularly those connected to an active and conscious lifestyle. Share genuine stories and customer experiences.
• •Reinforce Core Values: Consistently weave in mentions of natural ingredients, sustainability, effectiveness, and inclusivity in all communications. Let these values guide the narrative.
• •Be Empowering, Not Preachy: Encourage positive choices (like an active lifestyle and conscious consumption) without being judgmental. Position the brand as a supportive partner in the customer's well-being journey.

Social Perception

Trusted & High Quality, Eco-Conscious Choice, Modern & Minimalist, Authentic & Relatable, Innovative

Copy Examples

• •Headline: Real Ingredients. Real Results. No Bullsh*t. Body: Your skin deserves honesty. We craft our potent, natural formulas to deliver what your active life demands – effective skincare that’s as kind to the planet as it is to your skin. Simple, powerful, Relevant. Call to Action: Discover your straightforward routine.
• •Headline: Active Body. Conscious Skincare. Body: Sweat, sun, city life – your skin goes through a lot. Our Danish-made skincare, packed with nature’s best and housed in recycled packaging, is designed to keep up. Because performance and responsibility should go hand-in-hand. Call to Action: Fuel your skin.
• •Headline: Skin is Skin. Great Skincare is Relevant. Body: We skip the complicated routines and confusing labels. Just multi-functional, natural essentials for everyone. Because healthy skin shouldn’t be a luxury or a puzzle. Call to Action: Simplify your skincare today.
• •Headline: From Nature, With Purpose. For Your Skin, With Love. Body: We believe in the power of clean, active ingredients and the responsibility we have to our planet. That’s why our products are made in Denmark with recycled materials, giving you effective, feel-good skincare. Call to Action: Choose Relevant, choose consciously.
• •Headline: Less Hype, More Impact. Body: Tired of empty promises? So are we. Relevant delivers straightforward, natural skincare that works with your body and your values. Effective, honest, and always responsible. Call to Action: Experience the Relevant difference.