Brand Tone

Educational & Passionate, Approachable & Encouraging, Community-Oriented, Inspired & Aspirational

Brand Values

• •Sustainability
• •Conscious Consumption
• •Respect for Nature
• •Transparency
• •Well-being

Best Practices

• •Always Lead with "Why": Don't just sell a product; sell the mission. Start with the problem (e.g., plastic waste) and present your product as the solution. This reinforces your value as an educator.
• •Use Inclusive and Encouraging Language: Use words like "we," "our journey," "together," and "every small step counts." Avoid an elitist or judgmental tone that can make people feel guilty about their current habits.
• •Tell the Shiretoko Story: Regularly weave the brand's origin story and the symbolism of the Shiretoko Peninsula into your content. This builds a unique emotional connection and reinforces the value of respecting nature.
• •Balance Education with Aspiration: Your content should be a mix of practical tips (how to use a shampoo bar) and inspirational messages (images and quotes about living in harmony with nature). This appeals to both the logical and emotional sides of your audience.
• •Create a "Voice Guide" for All Communications: Document the brand's tone words (Passionate, Encouraging, Educational, etc.) and create a simple guide with examples. Ensure anyone who writes for the brand (social media, customer service, etc.) uses it to maintain consistency.

Social Perception

Authentic and Trustworthy, a Niche Authority, High-Quality and Aesthetically Pleasing, Community Builders

Copy Examples

• •Ready to make your kitchen sparkle, without the plastic bottle? ✨ Introducing our new solid dish soap! One little bar replaces up to three bottles of liquid soap, cutting down on waste and filling your kitchen with a fresh citrus scent. It's tough on grease, but gentle on the planet. Who said washing dishes couldn't be a revolutionary act? #ZeroWasteKitchen #SustainableLiving
• •Your Journey to a Plastic-Free Life Starts Here. Feeling overwhelmed by plastic? We get it. But small changes create a big impact. At Shiretoko, we believe in a more conscious way of living—one that's kinder to you and our Earth. From our nourishing solid shampoos to our beautiful, reusable home essentials, every product is a simple step toward a sustainable future. Join our community and discover a better way. Shop now for 10% off your first order.
• •Live with intention. Shop with purpose. Your home for a sustainable life.
• •Hi [Name], did you know the average person uses over 10 plastic shampoo bottles a year? Imagine the impact if we all made a change. This week on the blog, we're exploring five simple, beautiful swaps for a more sustainable bathroom—from bamboo toothbrushes to our fan-favorite conditioner bars that leave your hair soft and your conscience clear. Ready to transform your routine? [Link to blog post]
• •Travel Lighter. Travel Greener. My travel essentials have changed for the better! ✈️ Fewer liquids, zero plastic waste, and more room in my bag for souvenirs. What's your favorite sustainable travel swap? #SustainableTravel #PackWithMe #ZeroWaste