Brand Tone

Serious (about their mission) yet Accessible and Optimistic, Informative and Transparent, Passionate and Purpose-Driven

Brand Values

• •Sustainability
• •Environmental Restoration
• •Ethical Production
• •Social Responsibility/Impact
• •Accessibility & Affordability
• •Transparency

Best Practices

• •Lead with Purpose, Support with Facts: Always tie the product back to the core mission (sustainability, tree planting, plastic reduction). Use clear, verifiable facts about your impact (e.g., "100% recycled," "UK-made," "plants a tree per roll").
• •Embrace "Serious Fun": Don't be afraid to use clever wordplay or a touch of humor related to the product's use, but always pivot back to the serious positive impact. The contrast can be memorable and engaging.
• •Empower the Consumer: Frame the choice to use Serious Tissues as an easy, impactful way for individuals to contribute to a larger solution. Use inclusive language like "we," "together," and "join the movement."
• •Be Transparent and Honest: If addressing product qualities (like softness of recycled paper vs. virgin pulp), be honest while emphasizing the overriding benefits of the eco-friendly choice. Maintain transparency in all communications, as demonstrated by their response to the BBC.
• •Keep it Simple and Direct: While the mission is significant, the language should be accessible. Avoid overly technical jargon. Focus on clear, concise messaging that highlights the key benefits for both the consumer and the planet.

Social Perception

Highly Positive as an Eco-Conscious Brand, Trustworthy and Mission-Driven, Good Quality Eco-Product, Responsive and Customer-Focused, Impactful

Copy Examples

• •Headline: Don't just wipe. Replant. Body: Every loo roll you use has a choice. Choose to take from the planet, or choose to give back. With Serious Tissues, every roll plants a tree. Seriously. Make your bathroom a force for good.
• •Headline: We're Serious About Softness. And Seriously Serious About Trees. Body: Who said eco-friendly can't be comfy? Our 100% recycled tissues are kind to your behind and even kinder to the planet. No new trees harmed, millions planted. That’s a change that feels good.
• •Headline: Your Toilet Paper Can Now Have a Bigger Mission Than... Well, You Know. Body: It’s just toilet paper. Until it’s not. Ours is UK-made, plastic-free, from 100% recycled stuff, and plants a tree with every roll. Suddenly, your smallest room is making a massive difference.
• •Headline: Let's Be Clear: We Give a Sheet About the Planet. Body: Millions of trees are cut down for bog roll. We thought that was rubbish. So we make ours from recycled paper and plant a tree for every roll. Join the loo-volution!
• •Headline: Carbon Neutral Bums are Happier Bums. Body: Reduce your carbon footprint, one wipe at a time. Serious Tissues are the UK's carbon-neutral loo roll that actively fights climate change by planting trees. Good for the planet, great for your peace of mind.