Brand Tone

Friendly and Approachable, Caring and Empathetic, Trustworthy and Professional, Playful and Modern, Empowering

Brand Values

• •Customer-Centricity/Obsession
• •Affordability and Value
• •Quality and Comfort
• •Sustainability
• •Convenience
• •Innovation

Best Practices

• •Always Prioritize the Customer's Well-being: Frame messaging around how TWOOAK benefits the customer's eye health, comfort, and lifestyle. Use empathetic and understanding language.
• •Be Clear, Simple, and Jargon-Free: While professional, avoid overly technical terms. Explain concepts in an easy-to-understand manner, making eye care feel accessible, not intimidating.
• •Maintain a Warm and Welcoming Voice: Use contractions (e.g., "we're," "it's"), address the customer directly (using "you" and "your"), and foster a sense of community (e.g., "#TWOOAKFAM").
• •Highlight Value and Transparency: Clearly communicate the benefits of the direct-to-consumer model and the affordability without sacrificing quality. Be honest and open about products and services.
• •Infuse Playfulness Appropriately: Especially on platforms like TikTok or Instagram, don't be afraid to show the human and fun side of the brand, while ensuring it still aligns with the core values of care and professionalism.

Social Perception

Positive Customer Experiences, Trusted for Eye Health, Appreciation for Sustainability, Seen as a Solution Provider

Copy Examples

• •Headline: Your Eyes Deserve the Best. Experience All-Day Comfort with TWOOAK. Body: Tired of lenses that dry out or break the bank? At TWOOAK, we believe premium eye care should be accessible to everyone. Try your first 10 pairs of our super-comfy daily lenses and feel the difference. Join the #TWOOAKFAM today!
• •Headline: See Clearly, Live Fully. And Love Your Lenses. Body: Life's too short for uncomfortable contacts. Our optometrist-approved lenses are designed for happy, healthy eyes, even if they're sensitive. Plus, with our easy subscription, you'll never run out. Ready for a fresh perspective?
• •Headline: Kind to Your Eyes, Kind to Your Wallet, Kind to the Planet. Body: Discover TWOOAK: High-quality daily lenses that feel amazing, at prices that make sense. We're also committed to sustainability with our Project 2x2 recycling program. Better vision, better value, better for everyone.
• •Headline: Say Goodbye to Contact Lens Compromises. Body: Why choose between comfort, quality, and affordability? With TWOOAK, you get it all. Our direct-to-consumer model means premium lenses without the premium price tag. Book a free eye test at our studio and let us care for your eyes.
• •Headline: Join 23,000+ Happy Eyes in the #TWOOAKFAM! Body: Experience the TWOOAK difference – from our ultra-comfortable Halo and Basis lenses to our caring customer support and convenient delivery. We're making eye care simple, personal, and even fun. Try us free!