Brand Tone

passionate, educational, and community-focused. Inspiring and empowering, avoiding a preachy or judgmental stance. Knowledgeable and relatable.

Brand Values

• •Sustainability and Environmental Responsibility
• •Community and Connection
• •Conscious Consumerism
• •Positive Impact

Best Practices

• •Lead with Passion, Not Preach: Always frame the message around the positive and empowering aspects of sustainability. Focus on the benefits—for the customer and the planet—rather than guilt.
• •Emphasize "We" and "Our": Use inclusive, community-oriented language to foster a sense of shared purpose. Phrases like "let's," "we believe," and "join us" reinforce the idea of a collective movement.
• •Tell Stories: Share the stories behind the products, the impact of customer actions (e.g., "Together, we've diverted 2,226 containers!"), and the mission of the founder. Storytelling builds a stronger emotional connection than simply listing product features.
• •Keep it Simple and Actionable: While the concepts behind sustainability can be complex, the copy should be clear and direct. Provide simple, concrete steps customers can take, making it easy for them to participate in the zero-waste lifestyle.
• •Stay Local: Continuously reference Charleston, local landmarks, and community partners. This strengthens the brand's identity as a neighborhood resource and builds trust within the local market.

Social Perception

The public perceives Wake Refill as a beneficial and mission-driven company. Customers express high satisfaction with the products, particularly noting the effectiveness of items like laundry detergent and personal care bars. The concept of reducing waste is a significant draw, with customers celebrating the tangible decrease in their household trash. The brand is seen as a valuable local resource, appreciated for its commitment to the Charleston community and its clear, positive mission. The owner is often praised directly, which adds a personal and trustworthy element to the brand's reputation.

Copy Examples

• •Your Daily Routine, Reimagined. Shop sustainable refills that are good for you and great for our planet.
• •Tired of the endless cycle of plastic? So are we. That's why every refill at Wake is a promise to our Charleston waters and a step toward a cleaner future. Bring your own container or use one of ours and join the movement to maximize your positive wake! #WakeRefill #ZeroWasteLiving #CharlestonSC #ProtectOurPlanet
• •Ditch the bottle, not the bubbles. Our solid shampoo bar gives you a rich, cleansing lather without the plastic waste. Perfect for home, the gym, or your next beach day, it's one small swap that makes a big wave of difference.
• •Ready to make a positive wake?
• •Live beautifully, consume consciously. Wake Refill in Charleston offers non-toxic home and body essentials to help you reduce waste without sacrificing quality. Refill, reuse, and feel good about your impact. Visit us at [Address] or shop online for local delivery.