Brand Tone

Informational, straightforward, and sales-driven; functional and direct. For own e-liquid lines, it can be more descriptive and evocative, focusing on flavour experiences.

Brand Values

• •Variety and Selection
• •Value and Affordability
• •Quality
• •Accessibility

Best Practices

• •Develop a Simple Style Guide: Create a one-page document outlining the brand voice as helpful, straightforward, and value-focused, aiming to make buying vape products easy and affordable.
• •Segment the Tone: Use the core straightforward and informational tone for general product listings, technical specs, and FAQs. Allow for a more descriptive and enthusiastic tone when describing own-branded e-liquids and exclusive products to build a unique identity.
• •Focus on "Why," Not Just "What": Instead of just listing features, translate them into benefits (e.g., An all-day battery so you're never caught without a charge). This maintains a helpful, customer-centric voice.
• •Consistent Call-to-Action (CTA) Language: Standardize the language used for CTAs across the site and social media. Use clear, direct phrases like "Shop Now," "Discover Flavours," "Add to Basket," and "Learn More" to maintain a consistent, functional feel.
• •Engage with a Purpose on Social Media: When responding to comments or questions, maintain the helpful and straightforward tone. Answer questions directly and thank customers for their business. Avoid overly casual slang to keep the tone professional but approachable.

Social Perception

Perceived as a reliable and functional retailer, a good source for a wide range of vaping supplies at fair prices. It's seen as a dependable utility for transactions rather than a thought leader, lifestyle brand, or community hub.

Copy Examples

• •Your Vape, Your Way. From the freshest disposable flavours to advanced mod kits, The Juice Warehouse is your one-stop for everything vaping. Unbeatable prices, endless variety. Shop now and get free delivery on orders over £25.
• •☀️ Taste the sunshine! Our new 'Tropical Tang' e-liquid has just landed. A perfect blend of juicy mango and sharp pineapple to power you through the day. Tap to shop and find your new favourite flavour. #VapeUK #Eliquid #TheJuiceWarehouse #NewFlavour #VapeLife
• •Still Thinking About It? You've got great taste! The gear you checked out is waiting for you. Complete your order at The Juice Warehouse and remember to add your two FREE nic shots with any 100ml shortfill. Don't miss out on top brands at warehouse prices.
• •⚡ Weekend Flash Sale! 20% Off All Coils & Pods ⚡
• •The Perfect Start: Aspire PockeX Starter Kit. New to vaping or just want a simple, reliable device? The Aspire PockeX is your answer. It's sleek, easy to use, and delivers a fantastic flavour experience. We've bundled it with one of our best-selling 10ml e-liquids so you have everything you need to get started right out of the box. Choose your colour, pick your juice, and start your journey.