The Brief

Their clinical trials—and the flood of love-filled DMs—speak for themselves, but the real challenge was shaping a voice that’s sharp, engaging, and cuts through the usual fluff. In an industry drowning in empty promises, Hello Klean shows that relief is just a shower filter away. I worked closely with founder Karlee to build their brand voice from the ground up. Our mission? To find the sweet spot between bold, hard-hitting language that grabs attention and steering clear of the slippery slope into scaremongering territory.

The Approach

We declared hard water our mutual enemy, seasoning the copy with just enough wit to keep it fresh and engaging—without sacrificing clarity. From there, I developed a brand voice that contrasted hard and soft language, aligning with the visual identity. This approach made our messaging feel credible, while still being down-to-earth and approachable. The harder language showcased the ingredient breakdowns and clinically proven benefits—because let’s face it, no one wants flowery promises of overnight Rapunzel hair. Instead, we paired hard facts with a playful twist, creating no-BS copy that truly resonates.
Another focus point was crafting verbiage that screamed Hello Klean. We played with water-led terms that stirred emotions, such as 'spilling water’s dirty secrets,' and 'untapping the source to consistently better hair and skin'.