A Voice All Their Own
The attitude of the Not Your Mother’s brand is built into the name. We knew right away that they had a clear sense of who they wanted to be. The challenge Not Your Mother’s was capturing this with words, both for consumers and the internal team.
Managing Many Personalities
As a brand on a mission to make salon-quality hair care accessible to all, Not Your Mother's has many audience segments and needs to serve. This means a wide variety of collections with new innovations being introduced every year–and every collection takes on a personality of its own. What they needed was a voice that could adapt while still feeling true to itself. We held on to a key aspect from their original attributes and added new ones that targeted the energy we wanted the brand to bring and the flexibility it required.
Spirited
Full of energy, enthusiasm, and determination
Dynamic
Characterized by constant change, activity, or progress
Enlightening
Having or showing a rational, modern, and well-informed outlook
Fresh
New or different
Entertaining
Sparking joy
Bold
Showing an ability to take risks; confident and courageous
Packaging Copy
Any time you’re developing a brand with flavor, there’s a risk it can be overdone. Style rules and a clear start/stop mark for each attribute are designed to keep the voice in its lane.
“Bertha has helped us not only define and elevate our brand voice, but have creatively brought it to life through packaging, eCommerce and marketing activation copy. We consider Bertha an extension of our creative team and look forward to a continued partnership for years to come.”
