Brand Tone

Conscious & Responsible, Honest & Transparent, Positive & Empowering, Approachable & Friendly, Professional & Credible, Minimalist & Scandinavian

Brand Values

• •Sustainability & Eco-friendliness
• •Social Responsibility & Giving Back
• •Health & Wellness
• •Quality & Efficacy
• •Simplicity & Minimalism
• •Vegan & Cruelty-Free
• •Innovation
• •Prevention

Best Practices

• •Always connect product benefits back to the core values of sustainability and social responsibility. Remind the audience *why* choosing Humble matters.
• •Use clear, straightforward language. Avoid jargon, over-the-top claims, or "fluff". Transparency about ingredients and impact builds trust.
• •Frame messages optimistically. Focus on the positive impact consumers can make, rather than dwelling solely on problems. Encourage action and community.
• •Mention that products are "dentist-developed" to build credibility, but do so in an approachable way that doesn’t sound overly clinical or intimidating.
• •Ensure the minimalist, clean aesthetic of the brand's visual identity is reflected in concise, uncluttered copy. Let the Swedish heritage of simplicity and balance ("lagom") shine through.

Social Perception

Positive & Trusted, Pioneer in Eco-Friendly Oral Care, Socially Conscious, High Quality & Effective, Aspirational yet Accessible

Copy Examples

• •Smile Brighter, Live Lighter. Our dentist-developed bamboo toothbrush isn’t just kind to your teeth, it’s kind to the planet. Make the switch to The Humble Co. and join a movement for a healthier world, one brush at a time. #GoHumble
• •Clean Ingredients, Clear Conscience. Say goodbye to harsh chemicals and hello to naturally effective oral care. The Humble Co. toothpaste is vegan, cruelty-free, and packed with goodness. Because what you put in your body matters as much as what you put on your bathroom shelf.
• •More Than a Brush. It's a Promise. Every Humble Co. purchase helps fund the Humble Smile Foundation, bringing vital oral care to children in need across the globe. Choose products that care for you, and give back too.
• •Swedish Simplicity. Powerful Clean. Inspired by the Swedish philosophy of 'lagom' – just right. Our eco-friendly floss picks are designed for effectiveness and ease, without the unnecessary waste. Simplify your routine, amplify your impact.
• •Don't Just Care For Your Smile, Care For The Earth. Billions of plastic toothbrushes end up in landfills and oceans each year. Our biodegradable bamboo brushes offer a premium clean, minus the plastic footprint. Be Humble. Be the change.