Brand Tone

Irreverent, playful, modern, enthusiastic, positive, approachable, fun, and slightly edgy.

Brand Values

• •Handmade/Artisan Quality
• •Natural Ingredients
• •Vegan
• •Canadian Origin
• •Customer Well-being/Gentleness

Best Practices

• •Embrace the "What.The.Soap." Vibe: Always lean into the slightly irreverent, surprised, and delighted feeling the name evokes. Use playful language, emojis where appropriate (especially on social media), and don't be afraid of a little humor.
• •Highlight the "Awesome": Continuously reinforce the positive and enthusiastic aspects. Use words like "awesome," "amazing," "love," "happy skin," etc., but ensure it feels genuine and not forced.
• •Balance Playfulness with Product Benefits: While the tone is fun, always bring it back to the quality and benefits of the products – handmade, natural, vegan, good for the skin. The fun gets them interested; the quality keeps them.
• •Be Human and Approachable: Write like you're talking to a friend (a cool, slightly witty friend). Avoid overly corporate or stiff language. This aligns with the "handmade" and "artisan" values.
• •Consistency Across Platforms: Ensure the playful yet informative tone is consistent from the website product descriptions to Instagram captions, Facebook posts, and any customer service interactions. Create a simple style guide with key phrases and "do/don't" examples for anyone writing copy.

Social Perception

A modern, fun, and ethical company providing high-quality, natural, handmade, and vegan products. The playful name can be a strong attractor for a younger demographic.

Copy Examples

• •Headline: "Seriously? Soap This Good? Yep. What.The.Soap." Body: "Handmade in Canada with loads of love and zero compromises. Get ready for your skin to say 'OMG, thank you!'" Call to Action: "Discover Your Skin's New BFF!"
• •Instagram Post Caption (with a vibrant product photo): "Warning: May cause extreme happiness and an uncontrollable urge to sniff your own arm. 😉 Our [Product Name] bar is packed with [Key Ingredient 1] & [Key Ingredient 2] to make your skin sing. What.The.Soap. indeed! #HandmadeSoap #VeganBeauty #WTSofficial #AwesomeBath"
• •Product Description Snippet (for a particularly vibrant or uniquely scented soap): "Boring showers are officially cancelled. This isn't just soap; it's a pocketful of sunshine (or whatever amazing scent this is!). Made with natural goodies that your skin will drink up. Go on, get sudsy with What.The.Soap."
• •Email Subject Line: "You Won't Believe What.The.Soap. We Just Dropped! 🤫" Email Body Teaser: "Psst... your bath routine is about to get a serious upgrade. We’ve been cooking up something awesome in our Ontario workshop, and it’s finally here! Think natural, think vegan, think… What.The.Soap."
• •Facebook Ad Copy: "Tired of blah bar soaps? So were we. That's why What.The.Soap. exists! Artisan, vegan, and made right here in Ontario, Canada. Because your skin deserves the good stuff, not the weird stuff. Click to see what the fuss is all about!"