Tone of Voice
Product Naming
Website Copy
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'.
TAGLINE
Water has a dirty secret. We're here to spill it.
The Result
Once we zeroed in on ‘water as our enemy,’ the creative direction took flight. Water became the villain—sometimes the root cause, other times the sneaky saboteur worsening your skin and hair woes. Our messaging centered around the empowering concept of ‘feeling like you again,’ putting the user back in the driver’s seat. No more letting skin, hair, or scalp issues call the shots, and absolutely no bowing down to the unrealistic standards of the beauty industry.
Here are a few snippets of Hello Klean's brand voice in action.
So you’ve tried everything? Meet Hello Klean.
Home
Let’s talk about the elephant in your bathroom.
The truth about your water? It’s worse than you think. Each shower exposes you to a mix of harmful minerals, metals and impurities. If an itchy scalp, bumpy skin, or crispy hair sound familiar, we help you break free from hard water’s sneaky damage. So your hair and skin can get back to how it used to be.
About
Crispy-feeling strands, a flaky scalp, bumpy skin—the endless battle with these issues can be downright draining.
A water-first approach to beauty? Game-changing. But it shouldn't be.
Hello Klean was created to spill water’s dirty little secrets, freeing you from its grip and putting you back in the driver’s seat. With every drop, both in and long after your shower, you reclaim hair and skin that truly feels like you again.
Product Descriptions
Uninvited yellow tones crashing the party? Not with this in your shower stack. With its cool violet undertones, our cloud-like conditioner does more than just baby your hair. It combats hard water's dulling effects, making this the start of your blonde's iconic comeback.
Brand Lines
Let's talk about the elephant in your bathroom.
So, you've tried everything? Meet Hello Klean.
Flareups aren’t your destiny. Let's get you back in the driver’s seat.
Agency: Two Times Elliott, Photography: Christian Henry Smith
