Voice
Who is speaking. Consistent, unique personality.
Writing
Our written voice is as carefully crafted as our visual identity. Direct, credible, and grounded in science — these guidelines ensure every word, from product labels to social captions, carries the same clarity and warmth that defines Vibrant Health. No overclaiming. No jargon. Just honest communication.
Brand Truth (Differentiation)
What we can uniquely own and no one else can claim:
- Founded in 1992 by a clinical nutritionist.
- The original green superfood formula.
- Family-owned, values-led.
- Most award-winning super greens powder (over 60 awards in total).
- Full disclosure labeling. No proprietary blends ever.
Voice and Tone
Tone
How they feel. The emotional attitude you adopt toward a specific subject or audience.
Brand Archetype
Vibrant Health is the Hero and the Magician archetype, utilizing both to create a more dynamic, multi-dimensional, and relatable personality. At our core identity, we are the Hero, and the Magician is "supporting."
Therefore, we balance the two. We lead with the Hero to build trust and motivation, then use the Magician to provide the "wow" factor and the scientific "why."
- Do speak to the customer's ambition.
- Do emphasize that results are earned through the Hero's effort but unlocked by our Magician's science.
- Don't be overly clinical or cold; science should feel like a superpower, not a textbook.
- Don't use "fluff" or "magic" in a way that sounds like pseudoscience; the Magician's power comes from unique insights and proven data.