Brand Tone

Conscious, calm, and educational. The language is direct, informative, premium yet accessible, and minimalist, focusing on the dual benefits of personal health and planetary well-being with a hopeful and proactive stance on sustainability.

Brand Values

• •Sustainability
• •Health & Wellness
• •Simplicity & Smart Design
• •Transparency & Education
• •Responsibility

Best Practices

• •Lead with 'Why': Always connect product features back to core values of sustainability and health. For example, instead of just saying 'plant-based bristles,' say 'Plant-based bristles for a gentle, effective clean that's kind to the planet.'
• •Use Calm & Simple Language: Avoid jargon, complex sentences, and overly aggressive sales tactics. The tone should be reassuring and informative, like a trusted, knowledgeable friend.
• •Maintain Visual & Textual Minimalism: Ensure that the copy on the website, packaging, and any future social media is as clean and uncluttered as the product design. Use white space effectively and keep messaging concise.
• •Emphasize 'Smart,' Not 'Difficult': Frame sustainability as an intelligent, easy choice, not a sacrifice. Use words like 'simple,' 'smart,' 'effortless,' and 'convenient' to describe the experience of using Viena products and the subscription service.
• •Build Trust Through Transparency: To counteract the low trust score from being a new brand, be overly transparent. Create a detailed FAQ page, showcase the founders' story prominently, and when customer reviews become available, feature them (both good and bad) to build credibility. Clearly explain the composition of your products and the benefits of your materials.

Social Perception

Currently undefined due to a lack of customer reviews and media mentions. There is a slight risk of being perceived as untrustworthy by savvy online shoppers due to technical flags (new domain, free email service) raised by a third-party review, with no available customer feedback to gauge satisfaction.

Copy Examples

• •Conscious oral care for a cleaner planet. Our innovative toothbrushes reduce plastic waste by 90%. Make the switch to sustainability, simply.
• •Your daily routine, reimagined. Start and end your day knowing you've made a choice that's better for you and the world around you. Our Ecobee Toothbrush features a reusable handle and biodegradable, plant-based heads. Simple, smart, sustainable. #VienaCare #SustainableSmile #EcoFriendlyLiving
• •Fresh bristles, zero waste. Our plant-based replacement heads are engineered for an effective clean and designed to biodegrade. When it's time for a new one, simply compost the old head and click on the new. It's thoughtful oral care, delivered to your door.
• •A better way to brush is here.
• •Viena Sustainable Toothbrush | Reduce Plastic Waste | Shop Now