Brand Tone

Friendly, educational, aspirational, direct, and supportive.

Brand Values

• •Sustainability
• •Conscious Consumption
• •Effectiveness
• •Customization & Co-creation
• •Transparency

Best Practices

• •Lead with "Why": Always start from the core value of sustainability. Whether talking about a product feature or a promotion, frame it within the larger mission of reducing plastic waste and promoting conscious consumption.
• •Use Empowering Language: Employ verbs like "co-create," "join," "discover," and "transform." This positions the customer as an active participant in the brand's mission, not just a passive consumer.
• •Balance Education and Simplicity: Explain the "how" and "why" of the concentrated formula, but keep the core message simple and direct. For example, "Just add water" is a powerful, easy-to-understand instruction that encapsulates the product's innovation.
• •Maintain a Clean and Aspirational Tone: The language should mirror the brand's visual identity—clean, clear, and optimistic. Avoid overly technical jargon and focus on the positive outcome: a clean home and a healthier planet.
• •Incorporate the "Lab" Concept: Use words like "formula," "concentrate," "innovation," and "solution" to reinforce the scientific, effective, and well-researched nature of the products, justifying the "Lab" in the brand name.

Social Perception

Positive, modern, aesthetically pleasing, mission-driven, innovative, niche, and forward-thinking, catering to environmentally conscious consumers.

Copy Examples

• •Your kitchen has never been this clean—or this green. Meet the only multi-purpose cleaner you'll ever need. Powerful, plant-based, and plastic-free. Just add water to our super-concentrate and watch the magic happen. Ready to make the switch? #TheBlueLab #SustainableCleaning #CleanHome #EcoFriendly
• •Big cleaning power. Tiny environmental footprint. We believe in a cleaner world, starting with your home. Our super-concentrated formulas eliminate single-use plastic and deliver a powerful, non-toxic clean. Co-create your perfect product today.
• •Still buying water in your cleaning products? Did you know that most traditional cleaners are over 90% water? At The BlueLab, we decided that didn't make sense. We provide the pure, biodegradable concentrate; you add the water at home. It's smarter, cheaper, and kinder to our planet. Discover a new way to clean.
• •You're creating your next signature laundry scent! What do you choose: Lavender Fields or Fresh Citrus? Vote now! #SustainableScent #TheBlueLab #LaundryDay
• •The future of clean is in your hands. Join the movement away from single-use plastics. Get your BlueLab Starter Kit and start co-creating your own sustainable cleaning products. Powerful, personalized, and planet-approved. Shop now.