Brand Tone

Friendly, Passionate, and Purpose-Driven. The language is welcoming, straightforward, and conversational, reflecting genuine enthusiasm for the products and mission, while also being informative about the 'why' behind the brand's existence.

Brand Values

• •Sustainability
• •Quality and Efficacy
• •Accessibility and Inclusivity
• •Ethical Responsibility

Best Practices

• •Lead with the 'Why': Always connect the product back to the core mission. Start with the problem (plastic waste) and present the product as the solution. This reinforces brand values and justifies the purchase beyond just the item itself.
• •Use 'Friendly Expert' Language: Combine warm, approachable language (e.g., 'Darlings,' 'Fabulous!') with clear, factual benefits (e.g., 'over 10% moisturisers,' 'SLS-free'). This builds trust and positions the brand as both likable and knowledgeable.
• •Emphasize the Sensory Experience: Solid bars can seem less luxurious than gels. Use vivid, descriptive words to talk about the 'rich lather,' 'instant foam,' and 'beautiful fragrances' to combat this perception and highlight the product's quality.
• •Keep it Simple and Punchy: Use short, impactful headlines like 'Totally Solid,' 'Blocks That Rock,' and 'Natural Suds.' This confident, no-fuss language reflects the simplicity and effectiveness of the product itself.
• •Incorporate Social Proof and Action: Regularly feature customer testimonials and the brand's charitable partnership. Phrases like 'Join the thousands...' create a sense of community, while reminders like 'For every bar sold, we donate...' turn a simple transaction into a meaningful action.

Social Perception

Overwhelmingly positive, viewing the brand as a trustworthy and effective leader in the plastic-free personal care market. Customers see the products as high-quality, genuinely eco-friendly, and the brand as fun and modern.

Copy Examples

• •Stop buying plastic, start building your Block tower! 🌈 Each Shower Block saves 1.5 plastic bottles from our planet. They’re also packed with nourishing oils to leave your skin feeling amazing. Look good, feel good, and do good. What color will you start with? #ShowerBlocks #PlasticFree #GoSolid
• •All Lather, No Plastic. Tired of solid bars that don’t feel like a shower gel? We were too. That’s why we created Shower Blocks to be bubbly, hydrating, and bursting with beautiful scents. It’s the shower experience you love, without the bottle you don’t. Shop the full range now.
• •Your Morning Wake-Up Call in a Block. Jumpstart your day with a zesty burst of grapefruit and a cool hint of fresh mint. Our solid shower gel doesn’t just smell incredible; it’s handmade with a plant-based blend of six nourishing oils to moisturize while it cleanses. Totally solid, totally refreshing, and totally plastic-free.
• •Blocks That Rock. Planet-Friendly Suds. From our hands to your shower. Join the thousands of families switching to plastic-free personal care that truly works. Plant-based, palm-free, and irresistibly bubbly.
• •Psst... Your shower is calling for a plastic-free upgrade. Ready to feel amazing inside and out? Discover our best-selling solid shower gels and shampoo bars.