Brand Tone

calm, mindful, and aspirational

Brand Values

• •Sustainability
• •Ethical Sourcing/Production
• •Conscious Consumerism/Mindfulness
• •Quality and Craftsmanship
• •Well-being and Simplicity

Best Practices

• •Develop a Brand Voice Guide: Create a document that explicitly defines the brand's tone (e.g., calm, mindful, aspirational, warm), lists "do" and "don't" words/phrases, and provides examples. This ensures everyone writing for the brand is aligned.
• •Focus on "How" not just "What": When describing products, emphasize the experience, the feeling, and the values they embody (e.g., "Savor the quiet moment," "Wrap yourself in pure comfort") rather than just listing features.
• •Embody Your Values in Language: Consistently weave in language that reflects core values like sustainability ("kinder choice for the planet"), ethical practices ("peace of mind"), and mindfulness ("start your mornings with intention").
• •Maintain a Consistent Visual and Textual Aesthetic: Ensure that the tone of the copy aligns with the visual style of the website and social media (e.g., if visuals are minimalist and natural, the copy should also be clean, uncluttered, and gentle).
• •Review and Refine Regularly: Periodically review all public-facing copy to ensure it remains consistent with the defined brand tone and values. Adapt as the brand evolves, but always with the core identity in mind.

Social Perception

trustworthy and principled brand for individuals interested in sustainable living and ethically produced goods

Copy Examples

• •Instagram Post (featuring a ceramic mug): "Start your mornings with intention. Our handcrafted ceramic mug, made from locally sourced clay, isn't just a vessel for your favorite brew; it's a small reminder to savor the quiet moments. ✨ #WayOfBeing #MindfulMornings #SustainableHome"
• •Facebook Ad (showcasing organic cotton towels): "Wrap yourself in pure comfort and peace of mind. Our organic cotton towels are a gentle touch for your skin and a kinder choice for the planet. Discover the simple luxury of sustainable living. Shop now. #EthicalLiving #OrganicCotton #ConsciousChoice"
• •Product Description (for a set of wooden kitchen utensils): "Elevate your culinary experience with tools crafted for longevity and beauty. Each piece in our sustainably harvested wooden utensil set is designed to bring joy and mindfulness to your everyday cooking rituals. #SustainableKitchen #ArtisanMade #WayOfBeing"
• •TikTok Video Concept (short clips showing different uses of a versatile, natural fiber basket): Voiceover (calm, gentle): "One basket, endless possibilities. For your market finds, cozy blankets, or little one's treasures. Embrace simplicity, choose sustainability. This is your Way of Being. #VersatileHome #NaturalLiving #EcoFriendly"
• •Email Newsletter Snippet (introducing a new line of natural soaps): "Dear [Customer Name], we believe that self-care should be a sanctuary – a moment of pure, uncomplicated well-being. Introducing our new collection of artisanal soaps, crafted with the finest natural ingredients to nourish your skin and soothe your spirit. Explore a more mindful way to cleanse. #NaturalSkincare #SelfCareRituals #WayOfBeing"