Brand Tone

aspirational, educational, and supportive

Brand Values

• •Natural Efficacy
• •Transparency
• •Holistic Wellness
• •Modernity & Simplicity
• •Self-Improvement

Best Practices

• •Lead with the "Why": Always connect the product features (e.g., "Lion's Mane") to the customer's desired outcome (e.g., "nailing your presentation"). The customer is buying a better version of themselves, not just a gummy.
• •Balance Science with Simplicity: Use the scientific backing to build credibility, but translate it into simple, tangible benefits. Instead of just "adaptogenic," say "helps your body manage stress."
• •Use Aspirational & Empowering Verbs: Employ active, inspiring words like Unlock, Elevate, Flow, Create, Focus, Reclaim, and Discover. This language positions the customer as the hero of their own journey.
• •Maintain a Clean & Minimalist Voice: Avoid overly complex sentences, jargon, or excessive hype. The copy should feel as clean and intentional as the brand's visual identity. Less is more.
• •Speak to the "Movement": Consistently use words like "journey," "ritual," and "movement" to foster a sense of community and shared purpose. This elevates the brand from a simple product to a lifestyle choice, encouraging customers to feel like they are part of something bigger.

Social Perception

The public perceives "the haze movement" as a premium, trustworthy, and effective player in the niche but growing market of functional wellness. Consumers who seek out the product are typically already interested in biohacking, nootropics, or natural health solutions. They see the brand as a clean, reliable option. The positive feedback about taste and noticeable effects on focus and energy indicates a strong product-market fit within its target demographic. The brand is seen as less about "magic" and more about tangible, daily cognitive support.

Copy Examples

• •Headline: Don't Just Get Through Your Day. Flow Through It. Body: Your to-do list is endless. Your focus doesn't have to be. Unlock next-level clarity and creativity with Flow State gummies, your daily ritual for a sharper mind. It's time to meet your potential. #UnlockYourFlow #FunctionalMushrooms
• •Headline: Brain Fog? Meet Your Match. Body: Swap your midday slump for sustained mental energy. Our Flow State gummies are scientifically formulated with Lion's Mane and Cordyceps to enhance focus and reduce stress, naturally. Reclaim your clarity.
• •Subject: How Lion's Mane Actually Works (And Why It's In Our Gummies) Body: Ever wonder what's behind the hype? Lion's Mane mushroom is a natural nootropic studied for its ability to support nerve growth factor (NGF). For you, that means better memory, focus, and overall brain health. We packed a clinical dose into every delicious gummy. See the science.
• •Title: Flow State Gummies: Your Daily Dose of Clarity. Description: A vibrant berry taste that signals a shift in your day. Each gummy is more than a supplement; it's a small ritual to reconnect with your mind. Infused with nature's most powerful functional mushrooms, Flow State is designed to elevate your focus, spark creativity, and help you navigate your day with ease and intention.
• •Caption: The best projects start with a clear mind. What are you focusing on this week? Tell us below 👇. Fueling our goals with a little help from nature. #HazeWellness #MindfulMoment #CreativeEnergy