Brand Tone

sophisticated, premium, and aspirational. It also conveys convenience and a commitment to purity and quality.

Brand Values

• •Purity
• •Luxury & Quality
• •Convenience
• •Sustainability
• •Exclusivity

Best Practices

• •Define and Document Your Brand Voice: Create clear guidelines that outline the tone, language style, and key messaging pillars. Ensure all writers and marketers have access to this.
• •Use Elegant and Evocative Language: Choose words that reflect sophistication, quality, and the premium nature of the product (e.g., "pristine," "artesian," "iconic," "refined," "bespoke").
• •Focus on the Experience, Not Just the Product: Highlight the lifestyle, status, and feeling associated with consuming VOSS water, not just its functional benefit of hydration.
• •Maintain Visual Consistency: Ensure that the copy is always complemented by high-quality imagery and design that reinforces the brand's luxurious and clean aesthetic. The iconic bottle should be a central visual element.
• •Target Audience Centricity: Understand the aspirations and values of the luxury consumer and tailor the copy to resonate with their desire for quality, exclusivity, and refined experiences.

Social Perception

luxury and status symbol. Consumers associate it with quality, a refined taste, and an elegant aesthetic due to its iconic bottle. It's seen as a choice for those who appreciate quality and attention to detail. There's an understanding that it's a premium-priced product. The brand is also increasingly recognized for its efforts towards sustainability.

Copy Examples

• •Elevate your hydration. Experience the pure taste of Norway, delivered directly to your door. VOSS Direct – Purity, Uncompromised.
• •Beyond water. VOSS is an icon of refined taste and sophisticated living. Make a statement with every sip.
• •The Art of Hydration. Personalize your VOSS, and transform an everyday essential into a bespoke experience. Perfect for gifting, events, or simply indulging.
• •Sustainability meets Style. Enjoy the pristine taste of VOSS in our new 100% recycled PET bottles. Conscious luxury for the discerning individual.
• •Never run dry of distinction. Subscribe to VOSS Direct for effortless access to premium Norwegian artesian water, ensuring your home and office are always graced with purity.