Brand Tone

Passionate & Knowledgeable, Artisanal & Craft-Focused, Authentic & Transparent, Mindful & Ethical, Community-Oriented & Approachable, Slightly Edgy/Cool & Cultured

Brand Values

• •Quality Craftsmanship
• •Health & Wellness
• •Efficacy
• •Transparency & Honesty
• •Community & Connection
• •Passion & Dedication
• •Inclusivity
• •Sustainability

Best Practices

• •Embrace the "Mindful Artisan" Voice: Always write from the perspective of a passionate craftsperson who is deeply knowledgeable about ingredients and their benefits, and who cares about the well-being of their customers and the planet.
• •Highlight Natural Ingredients & Transparency: Frequently mention the plant-based, recognizable, and high-quality nature of ingredients. Use phrases like "ingredients you can pronounce" or "free from harsh chemicals."
• •Tell the Story: Weave in the brand's origins, the founder's expertise, and the small-batch, handcrafted philosophy. This builds authenticity and connection.
• •Connect with Values: Ensure copy subtly reinforces core values like quality, health, community, and passion. Use the tagline "Made by the mindful, for the honest & earnest" where appropriate.
• •Engage and Educate: Use a tone that is approachable, informative, and helpful. Share tips on product use and benefits, fostering a sense that the brand is a trusted partner in the customer's grooming journey.

Social Perception

High-Quality & Effective, Trustworthy & Authentic, Unique & Appealing Scents, Nourishing & Hair-Friendly, Cult Favorite/Artisan Darling, Good Customer Service

Copy Examples

• •Rooted in passion, crafted by hand. Introducing [Product Name], our latest labor of love. Formulated with [Key Ingredient 1] and [Key Ingredient 2] for [Benefit 1] and a [Finish Type] that speaks for itself. Because your routine deserves the best, naturally.
• •Your style is your story. Our Northern Lights Matte Paste is here to help you write every chapter with confidence and character. Handcrafted for the honest and earnest. #ShearRevival #MadeByTheMindful #MensGrooming
• •Beyond the Jar: Shear Revival is a commitment to mindful ingredients, small-batch quality, and the daily ritual of looking good and living well. Explore products born from a barber's passion.
• •Carefully Crafted, Mindfully Made: Your Hair Will Thank You.
• •Like a well-tended garden, great style requires care and the right elements. American Gardens Clay Pomade offers a strong, matte hold with 99% plant-derived ingredients. Sculpt your look with the essence of wild orange & oakmoss, and the peace of mind that comes from conscious grooming.