Brand Tone

authentic, educational, and serene

Brand Values

• •Natural Purity
• •Tradition and Heritage
• •Efficacy and Healing
• •Craftsmanship
• •Authenticity

Best Practices

• •Lead with Authenticity: Always emphasize the brand’s genuine Icelandic roots, hand-picked herbs, and traditional methods. Use storytelling to connect customers to the brand's history and location in Eyjafjörður.
• •Use an Educational Tone: Inform the audience about the unique benefits and historical uses of the Icelandic herbs in each product. This builds trust and positions the brand as an expert in natural wellness.
• •Employ Serene and Evocative Language: Use descriptive words that evoke the purity and tranquility of Icelandic nature (e.g., "pristine," "wild," "gentle," "soothing," "radiant"). This reinforces the brand's serene identity.
• •Incorporate Customer Stories: Leverage powerful testimonials and reviews in marketing materials. Real-life success stories are highly persuasive and align with the brand’s focus on efficacy.
• •Maintain Visual and Textual Consistency: Ensure that the clean, natural aesthetic of the brand's photography is matched by simple, pure, and heartfelt copy across all platforms, from the website to social media and packaging.

Social Perception

Urtasmidjan is perceived by the public as a trustworthy and high-quality artisanal brand. Customers view the products as potent, natural remedies that deliver on their promises. The brand has a loyal following, with many customers sharing positive experiences and recommending products to others. It is seen as a niche provider of specialized skincare, valued for its local sourcing and traditional, handcrafted approach. This perception extends internationally, with retailers and customers abroad recognizing it as a premium Icelandic brand.

Copy Examples

• •For over 25 years, our Healing Balm has been a trusted remedy in Icelandic homes. Handcrafted with wild yarrow and calendula, it’s nature’s answer to soothing persistent skin problems. Rediscover the gentle power of tradition. #Urtasmidjan #IcelandicHerbs #HealingBalm
• •Capture the purity of Iceland. Our new Silk Face Oil, infused with hand-picked herbs from the pristine landscapes of Eyjafjörður, deeply nourishes for a radiant glow. Embrace the wild beauty within you.
• •The scent of wild thyme, the touch of red clover. As a valued member of the Urtasmidjan family, we want to share our latest harvest with you. Explore our new collection, crafted with the same care and tradition you’ve come to love.
• •Gentle by nature, protective by design. Our Mother and Child Balm is a soft embrace for the most delicate skin. Made with pure, natural ingredients and Icelandic herbs, it’s the perfect, soothing care for diaper rash and sore nipples.
• •Tired of harsh chemicals? Your skin is, too. Urtasmidjan. Pure skincare, handcrafted from wild Icelandic herbs. Feel the difference of nature.