Clear
Use language that makes choices easier. Name the benefit, the ingredient, and the action.
Voice
Clear, useful, transparent, and human.
1. Our Voice
Voice Principles
Booster speaks like a helpful daily-use brand: confident, plain-spoken, ingredient-aware, and practical. It should feel informed without becoming clinical, positive without becoming childish, and responsible without becoming preachy.
Grounded
Avoid miracle claims and exaggerated energy language. Be specific instead.
Useful
Help people decide, compare, order, dispose, repeat, or learn.
Uplifting
Keep momentum and optimism, but never force cheerfulness or fake urgency.
Personality Range
What We Are
Clear, responsible, fresh, modern, functional, uplifting, transparent, and trustworthy.
Plain language
Visible proof
Routine logic
Ingredient clarity
What To Avoid
Cluttered, childish, clinical, generic wellness, preachy, faux-eco, and claim-heavy writing.
No magic claims
No hype loops
No green fog
2. Language
Preferred Patterns
Benefit + Source
Use: "Sustained energy from matcha and mango." This makes the promise and proof visible in one line.
Need State + Action
Use: "Choose Recovery for protein, electrolytes, and post-workout routine." This helps people navigate quickly.
Material + Behavior
Use: "Empty, rinse, and recycle where accepted." Responsibility copy should tell people what to do next.
Vocabulary
Use
Nourishment, source, routine, visible nutrition, need state, recovery, balance, energy, focus, hydration, ingredients, material, recycle, progress, partner, local support.
Avoid
Magic, guilt-free, detox, cleanse, supercharged, miracle, ultimate health fix, eco-friendly without proof, all-natural as a blanket claim, and exaggerated lifestyle promises.
Headline Syntax
Formula
[Need] + [specific benefit] + [visible source]
Energy
Morning energy from matcha, mango, and vitamin C.
Recovery
Protein and electrolytes for the reset after movement.
Balance
Greens, fibre, and steady nourishment for the everyday gap.
3. Negative Examples & Re-writes
Practical Rewrites
Legacy copy often sounds either too excited, too vague, or too generic. The new voice fixes that by making each sentence more useful.
Don't
"Turbo-charge your day with our super yummy superfood blend!"
Do
Sustained energy from matcha, mango, and vitamin C.
Why: removes hype and gives a concrete source of benefit.
Don't
"Get your health fix with nature's magic."
Do
Your daily greens, blended with pineapple, spinach, and fibre.
Why: "health fix" and "magic" are vague. Ingredients and purpose are clearer.
Don't
Button: "Discover the magic"
Do
Button: "View ingredients"
Why: interface copy should predict the result of the tap.
Avoid (Vague Only)
"Eco-friendly cups for a greener tomorrow. Every sip makes an impact."
Do (Headline + Detail)
"Eco-friendly cups for a greener tomorrow."
Supported by: "Our clear material labels help guests sort cups correctly where facilities accept them."
Why: Optimistic headlines are okay as hooks, provided they are immediately grounded in functional proof.