Brand Tone

Conscious and Responsible, Honest and Transparent, Friendly and Approachable, Empowering and Solution-Oriented, Passionate

Brand Values

• •Sustainability
• •Health and Safety
• •Effectiveness
• •Quality
• •Integrity/Honesty
• •Family/Community

Best Practices

• •Always Prioritize 'Sustainable' and 'Safe': These are core to Selwie's identity. Every piece of copy should reinforce these values, whether directly or indirectly. Use terms like 'eco-friendly,' 'biodegradable,' 'plant-based,' 'non-toxic,' 'family-safe,' 'pet-safe' consistently.
• •Use Direct, Inclusive Language: Address the customer with 'you' and 'your' ('Deine' in German) to create a personal connection. Maintain a friendly, helpful, and slightly informal tone that reflects a family-run, conscious business.
• •Be Transparent and Educational: Briefly explain *how* the products are sustainable or safer (e.g., 'powered by natural microbes,' 'concentrated to reduce plastic'). This builds trust and caters to an informed consumer base. Avoid greenwashing by being specific.
• •Focus on Benefits, Not Just Features: While listing 'vegan' or 'biodegradable' is important, translate these into tangible benefits for the consumer: 'peace of mind,' 'a healthier home environment,' 'reducing your plastic waste,' 'safe for your children and pets.'
• •Ensure Visual and Verbal Cohesion: While this task focuses on copy, the tone should extend to visual branding. The social media presence (once fully transitioned to Selwie branding) and website should reflect the same natural, clean, and trustworthy aesthetic conveyed in the text. The current disconnect between 'bbqseelau' social media and 'Selwie' products should be resolved to maintain consistency.

Social Perception

Positive for Product Quality and Eco-Friendliness, Slight Confusion Possible Due to Rebranding, Trustworthy for Eco-Conscious Consumers, Emerging Brand

Copy Examples

• •Headline: Tired of harsh chemicals? Make the switch to a cleaner home and a greener planet. Body: Introducing DRUFF, your family-friendly, plant-powered cleaning solution. Our German-made formulas are tough on dirt but gentle on the Earth – and your loved ones. Clean with confidence, breathe easy. #SelwieClean #SustainableLiving
• •Headline: One concentrate, countless clean surfaces, zero worries. Body: Selwie's DRUFF all-purpose cleaner is designed for the conscious home. Biodegradable, vegan, and incredibly effective. Just a little goes a long way, meaning less plastic, less waste, and more sparkle. Discover the power of nature in every drop. #EcoFriendlyCleaning #DRUFFClean
• •Headline: From our family to yours: a truly sustainable clean. Body: At Selwie, we believe you shouldn't have to choose between a clean home and a healthy planet. That's why we created DRUFF – effective, natural, and safe for everyone (even the furry members of your family!). Join us in making a difference, one spray at a time. #HealthyHome #VeganCleaner
• •Headline: The future of cleaning is clear. And green. Body: Selwie's DRUFF range offers a powerful, sustainable alternative to traditional cleaners. With natural microbes and delightful, subtle scents, it’s cleaning that feels good, smells good, and *does* good. Experience the DRUFF difference. #PlanetFriendly #ChemicalFree
• •Headline: Small bottle, big impact. Clean powerfully, live sustainably. Body: Don’t let the size fool you! Our DRUFF concentrated cleaners deliver exceptional results while minimizing environmental footprint. Made with care in Germany, for a home that shines and a conscience that’s clear. Choose Selwie, choose a brighter future. #ReduceReuseRecycle #MadeInGermanyClean