Brand Tone

authentic, down-to-earth, and passionate

Brand Values

• •Quality and Natural Ingredients
• •Handcrafted with Passion
• •Authenticity and Transparency
• •Community and Connection

Best Practices

• •Stay True to the "Dude" Voice: Keep the language casual, direct, and approachable. Avoid overly corporate or complex jargon. The tone should feel like getting a recommendation from a trusted friend.
• •Highlight the "Why": Always circle back to the reason the brand was started – the desire for a natural, chemical-free alternative. This reinforces the brand's authenticity and passion.
• •Emphasize "Handmade" and "Natural": These are key differentiators. Use descriptive language to talk about the ingredients and the crafting process to help customers visualize the quality and care that goes into each product.
• •Share the Story: Continue to leverage the founder's personal story. People connect with people, and the narrative of the veteran and his family is a powerful asset that builds trust and loyalty.
• •Engage with the Community: In all communications, especially on social media, maintain a conversational and friendly tone. Respond to comments and questions personally to foster a sense of community around the brand.

Social Perception

Positive, with customers valuing the brand for its natural products and appealing scents. Seen as a local, trustworthy business, positioned among natural soap alternatives. The founder's story adds significant authenticity and resonates well.

Copy Examples

• •Ditch the chemicals. Embrace the dude. Your skin deserves better than a bar of synthetic junk. Our soaps are handcrafted with 100% organic ingredients because we believe in starting the day right, naturally.
• •From a dude in a shower to your shower. It all started with a simple idea: the world needs better soap. Now, our family pours that passion into every bar we make. Experience the difference of real, handmade soap.
• •Smell like you mean it. Whether it's the rugged scent of Pine Tar or the fresh kick of Pure Morning, our soaps are made with natural fragrances that last. No phony perfumes, just pure, awesome-smelling soap.
• •Veteran-made. Nature-approved. As a Navy veteran, I know the importance of quality and integrity. That's why we use only the best organic ingredients in our handmade soaps. It's a difference you can feel.
• •Join the clean dude crew. We're more than just a soap company; we're a community of people who care about what they put on their skin. Follow our journey and see what we're crafting next.