Brand Tone

Artisanal, Pure, and Approachable

Brand Values

• •Natural Purity
• •Handmade Craftsmanship
• •Transparency
• •Effectiveness
• •Sustainability

Best Practices

• •Champion "Natural" and "Handmade": These are your strongest keywords and brand differentiators. Weave them into headlines, product descriptions, and social media bios to constantly reinforce your core identity.
• •Use Customer Testimonials: Your existing reviews are powerful. Integrate direct quotes and customer stories into your copy to build social proof and trust. Phrases like "loved by customers" or sharing a specific positive comment can be very effective.
• •Tell the Story Behind the Product: Talk about the "why." Explain the benefits of being water-free, describe the process of selecting ingredients, or share the passion behind the brand. This narrative transforms a simple product into a meaningful purchase.
• •Emphasize Sensory and Benefit-Driven Language: Go beyond listing ingredients. Describe the *feeling* ("melts into the skin," "creamy lather") and the *result* ("leaves skin glowing," "soothes irritation"). This helps customers imagine the experience of using the product.
• •Maintain an Approachable, Confident Voice: Write with clarity and warmth. Your tone should be that of a knowledgeable, passionate friend. Avoid overly scientific jargon and instead use simple, confident language that reflects the purity of your products.

Social Perception

Authentic and Trustworthy, High-Quality and Effective, Locally Connected

Copy Examples

• •Nature’s finest, handcrafted for your skin. ✨ Our Pink Clay Soap gently purifies and detoxifies, using the power of the earth to leave your skin feeling soft and renewed. Simple ingredients, pure results. #RootsAndRaw #NaturalSkincare #HandmadeSoap #VeganBeauty #MadeInSweden
• •Struggling with dry, sensitive skin? Your search for a gentle, effective solution is over. Our Face & Hands Balm is crafted with comprehensible, natural ingredients to soothe and protect. Customers are calling it a 'dream in a jar' that leaves skin smooth and glowing. Discover the difference of 100% natural care. [Link to Shop]
• •At Roots&Raw, we believe skincare shouldn't be complicated. Born from a passion for pure, potent ingredients, every product is handmade with love and intention in Sweden. We skip the water and the chemicals to bring you concentrated, effective skincare that you can understand and trust. This is skincare, rooted in nature.
• •Say goodbye to dry lips, for good. Our all-natural lip balm is a customer favorite for a reason. Formulated with nourishing butters and oils, it provides deep, lasting moisture without a single synthetic ingredient. One use, and you'll understand why customers say they've 'finally found the one.' 100% natural, 100% effective.
• •Watch the magic happen! ✨ From raw, natural ingredients to a beautiful bar of our Lavender soap. Every swirl is made by hand. What scent should we create next? Drop your ideas below! 👇 #HandmadeSoap #SoapMaking #NaturalBeauty #SmallBusiness #Sweden