Brand Tone

Conscious and Professional, characterized by being Educational, Passionate & Positive, Credible & Scientific, and Minimalist & Clean.

Brand Values

• •Sustainability
• •Health & Efficacy
• •Innovation
• •Transparency
• •Responsibility (Kaitiakitanga)

Best Practices

• •Lead with the "Why": Always connect the products back to the core mission of sustainability. Start with the environmental problem (plastic waste) before presenting the product as the solution.
• •Balance Passion with Professionalism: Combine passionate, positive language about protecting the planet with credible, scientific facts about oral health benefits (e.g., fluoride content, dentist-approved).
• •Use "Conscious" Keywords: Regularly incorporate terms like "plastic-free," "sustainable," "zero-waste," "clean ingredients," and "eco-friendly" to reinforce brand identity and improve SEO for target audiences.
• •Educate, Don't Just Sell: Create content that informs the consumer about the benefits of waterless formulas, the problems with traditional tubes, or how to use the products effectively. This builds authority and trust.
• •Keep it Simple and Clean: Mirror the product's minimalist aesthetic in the copy. Use clear, concise sentences. Avoid overly technical jargon unless explaining an ingredient's benefit. The message is powerful enough without embellishment.

Social Perception

Generally positive, seen as an Eco-Conscious, High-Quality & Effective choice for consumers looking for sustainable solutions, though the product type is still considered niche.

Copy Examples

• •1.5 billion plastic toothpaste tubes end up in landfills each year. It's time to brush better.
• •Your daily routine, reimagined for a cleaner planet. Our dentist-formulated toothpaste tablets are plastic-free, mess-free, and packed with everything your teeth need—and nothing they don't. #BrushSustainably
• •Get a dentist-clean feeling with a clear conscience. Our Fresh Mint Toothpaste Jar is made with natural ingredients and 1000ppm fluoride for proven protection. One jar replaces two plastic tubes, making it good for your smile and the earth.
• •Ready to join the plastic-free smile movement?
• •Founded by a dental professional, loved by the planet. Discover oral care that works.