Brand Tone

aspirational, sophisticated, and serene

Brand Values

• •Elevating the Everyday
• •Innovation and Practicality
• •Sensory Experience & Joy
• •Customer-Centricity
• •Quality and Efficacy

Best Practices

• •Lead with a Story: Frame products within a narrative. Instead of just listing features, describe the experience or feeling the product creates, like the journey to an oriental village with the 'Chronicles of the Mandarin' scent.
• •Focus on "Transformation," Not "Tasks": The copy should consistently speak to the idea of transforming a chore into a ritual, a task into an experience, and a home into a sanctuary.
• •Use Evocative, Sensory Language: Incorporate words that appeal to the senses, especially smell and touch. Use descriptive names for scents and textures to build a sophisticated, luxurious brand image.
• •Emphasize Simplicity and Effectiveness: While the brand is aspirational, the copy must also clearly communicate that the products are practical, easy to use, and solve common problems, which justifies the premium positioning.
• •Maintain a Calm and Reassuring Voice: The tone should always be calm, confident, and understanding. This aligns with the brand's goal of reducing stress and bringing peace of mind to the customer's daily routine.

Social Perception

The public and media perceive Sanren Journey as a novel, homegrown Malaysian brand that is successfully carving out a niche in the household goods market. It is seen as a premium, lifestyle brand rather than just a detergent company. The collaboration with a high-end brand like Sony for a "me time" campaign reinforces this premium positioning, which resulted in a significant increase in sales and social media engagement. Customer reviews are positive, with users praising the effectiveness of the products and the pleasant, luxurious scents. The brand has gained traction through a combination of innovative products, strong storytelling, and strategic offline experiences, such as their successful debut at the Isetan department store in KLCC.

Copy Examples

• •Your day is demanding. Your laundry shouldn't be. Transform a necessary chore into a moment of serene indulgence. Our Classic Laundry Stones simplify the process, while our signature scents turn your home into a sanctuary. It's not just clean, it's a reward.
• •Laundry day, simplified. Toss your colors and whites in together with confidence. Our Enchanted Colour Absorber sheets act like a magnet for stray dyes, ensuring every wash is worry-free. More time for you, less time for sorting.
• •What if doing laundry felt like a walk through a sun-drenched lavender field? Our 'Some Butterflies' fabric conditioner was crafted to evoke that exact feeling. A scent that lingers, calms, and elevates the simple act of caring for your clothes.
• •Meet the world's first Laundry Stone. A pre-measured pouch of our ultra-concentrated laundry soda that absorbs color and leaves nothing behind but clean. This is the evolution of laundry. This is Sanren Journey.
• •We believe in finding joy in the small rituals. That's why we created a laundry experience designed to be a mindful moment in your bustling life. From our unique scents to our effortless products, we're here to help you turn a chore into cherished 'me time'.