Brand Tone

Authentic & Passionate, Friendly & Approachable, Informative & Trustworthy, Artisanal & Earthy, Community-Oriented

Brand Values

• •Natural & Quality Ingredients
• •Handmade & Small Batch Craftsmanship
• •Eco-Friendliness & Sustainability
• •Ethical Practices
• •Customer Well-being & Self-Care
• •Transparency & Honesty
• •Community Support & Local Focus

Best Practices

• •Lead with Authenticity: Always be genuine. Share the "why" behind Purple Urchin – the passion for natural, handmade products and ethical practices. Let this sincerity shine in every piece of content.
• •Emphasize "Handmade" and "Natural": These are core differentiators. Weave them into product descriptions, social media posts, and email newsletters. Explain what these terms mean for the quality and benefits of the products (e.g., "cold process soap made from scratch," "plant-based goodness").
• •Use Warm, Sensory, and Inclusive Language: Describe the feel, scent, and experience of using the products (e.g., "creamy lather," "uplifting aroma," "skin-loving"). Make the language inviting and relatable to a broad audience.
• •Connect with Community & Locality: Regularly mention the Ottawa roots and the brand's commitment to its local community. This fosters a personal connection and loyalty. Share stories about the team or local inspirations when appropriate.
• •Educate Gently: Briefly explain the benefits of key natural ingredients or the eco-friendly aspects of the products and packaging (like the refill program or biodegradable materials). This reinforces value without being overly technical, empowering customers to make informed choices.

Social Perception

Trusted Local Gem, High-Quality & Effective, Beautifully Scented, Ethical & Eco-Conscious Choice, Gift-Worthy, Authentic & Passionate Brand

Copy Examples

• •Headline: Your Skin Deserves the Best of Nature. Pure, Simple, Purple Urchin. Body: "Tired of harsh chemicals? At Purple Urchin, we handcraft every soap, lotion, and balm with love in Ottawa, using only the finest natural ingredients. Nourish your skin, respect the planet. Discover your new favorite ritual today."
• •Headline: From Our Hands to Yours: Small-Batch Skincare with a Big Heart. Body: "Experience the Purple Urchin difference. Each product is a testament to our passion for quality and sustainability. We’re proudly female-owned, cruelty-free, and dedicated to bringing you skincare that feels as good as it is. #HandmadeWithLove #OttawaMade"
• •Headline: Unwind Naturally. Let Our Scents Soothe Your Senses. Body: "Imagine the calming aroma of lavender or the fresh zest of lemongrass... Our essential oil-infused soaps and bath treats are made to transform your everyday routine into a moment of pure bliss. Gentle on your skin, kind to the earth. What's your go-to Purple Urchin scent?"
• •Headline: Feel Good, Inside & Out. Skincare That Shares Your Values. Body: "At Purple Urchin, we believe in beauty without cruelty and skincare without compromise. That’s why our products are vegetarian (mostly vegan!), never tested on animals, and made with ingredients that are as good for the planet as they are for your skin. Shop consciously, glow naturally."
• •Headline: Winter Skin Woes? We've Got You Covered, Naturally. Body: "Chapped lips? Dry hands? Our handcrafted balms and rich body butters are packed with nourishing natural ingredients like shea and cocoa butter to rescue your skin this season. Cozy up with Purple Urchin – lovingly made in Ottawa to keep you soft and glowing all winter long."