Excerpt, pages 3 to 6 of 16. Fictional brand, written to show the format.
1. Positioning statement
For households that already try to cut plastic but are tired of eco products that clean worse or cost more, Tidewell is a refill cleaning system that ships concentrated tablets and flat pouches to the door. Unlike supermarket eco ranges, Tidewell is built around one set of glass bottles you keep for years, so every reorder is lighter, cheaper to ship and leaves nothing to throw away.
Short form: Keep the bottle. Refill the clean.
What we are not claiming
Tidewell should not say "zero waste" or "plastic free" until the pouch supplier change planned for Q3 is complete. The accurate claim today is "no new plastic bottles," which holds for every order after the starter kit.
2. Ideal customer profile
Primary: the busy reducer. Age 28 to 45, owns or rents a home shared by one to four people, buys household goods online at least once a month. Already carries a reusable water bottle and shopping bags. Has tried at least one eco cleaning brand and stopped, usually because of price or a weak result on grease and limescale.
- Main job to be done: keep the home clean without a cabinet full of half-used plastic bottles.
- Main worry: "Will it actually work on my kitchen?"
- Buying trigger: running out of a spray, moving to a new home, or a post about plastic waste that lands at the right moment.
- Where they look: Instagram, comparison posts, friends' recommendations, the brand's own reviews page.
Secondary: the gift buyer. Buys the starter kit as a housewarming gift. Cares about how the box looks and whether the recipient will understand refills without reading instructions.
3. Value proposition
Tidewell gives you cleaning products that work as hard as the ones you grew up with, in bottles you never have to replace. You buy the bottles once. After that, refills arrive as tablets or flat pouches that fit in a standard mailbox, cost less per bottle than the starter kit, and leave nothing behind but a small paper sleeve.
4. Messaging pillars
| Pillar | Core message | Proof points to use |
|---|---|---|
| It cleans properly | Made for real kitchens and bathrooms, not light dusting | Lab test report on grease and limescale, side-by-side demo video, full ingredient list per product |
| One bottle, for years | The bottle is what you keep, the refill is what you buy | Glass thickness spec, 2-year bottle guarantee, refill price per bottle shown on every product page |
| Easy to keep going | Refills fit your routine, not the other way around | Mailbox-size packaging, subscription with skip and pause, reminder emails timed to usage |
Each pillar should appear on the homepage, on at least one product page and in the first two welcome emails. Ads can lead with any pillar, but pillar one should run first because it answers the main worry.
5. Tone of voice notes
- Practical, not preachy. Talk about clean countertops before talking about the planet. The customer already cares and does not need a lecture.
- Short sentences, plain words. "Drop one tablet in warm water" beats "Simply dissolve your concentrated formula."
- Confident about results, careful about claims. Say what the product does and back it with a test or a spec. Avoid "toxic-free," "chemical-free" and "100% natural."
- A little warmth. One light line per page is enough. No puns in headlines.
6. Homepage headline
Recommended headline: Cleaning that works, in a bottle you keep.
Subheadline: Buy the glass bottles once. Refill with tablets that arrive in your mailbox and clean kitchens, bathrooms and floors properly.
Primary button: Build your starter kit
Tagline options
- Keep the bottle. Refill the clean.
- One bottle. Every clean after.
- Real clean, no new plastic.
- The last spray bottle you buy.
- Refill, rinse, repeat.
Option 1 is our recommendation for packaging and ads, because it explains the model in six words. Option 4 suits paid social tests, shown next to the bottle guarantee so it reads as a promise. Option 5 is the weakest on meaning and works best as a social caption, not as a brand line.
