Tone of Voice
Product Naming
Website Copy
The Brief
Hello Klean already had the proof. Clinical trials and a flood of glowing DMs had that covered. What they didn't have was a voice pulling the same weight. One sharp enough to cut through an industry drowning in empty promises but still warm enough to feel human. I partnered with founder Karlee to shape a brand voice from the ground up. The goal? To call out the problem without turning it into a horror story.
The Approach
So I made hard water the villain and called it out by name.
Ingredient breakdowns and proven benefits stayed clear, direct and evidence-led. Everywhere else, the language had a little more room to breathe. The world didn't need another "miracle product" promising Rapunzel hair overnight. What people needed was proof. And proof with a bit of personality.
From there, I built a verbal toolkit anchored in water-led language designed to stick. Lines like "spilling water's dirty secrets" and "untapping the source to consistently better hair and skin" gave the brand a vocabulary it could genuinely own. One that felt unmistakably Hello Klean wherever it showed up.
TAGLINE
Water has a dirty secret. We're here to spill it.
The Result
Once water became the enemy, everything else clicked into place.
Sometimes it was the culprit. Other times, the sneaky saboteur hiding in plain sight behind irritated skin, stubborn flare-ups and hair that refused to cooperate. Hello Klean became the brand helping people get back in the driver's seat by finally addressing the root cause. No impossible beauty standards. No miracle claims. Just better water and happier hair and skin.
Here’s how the voice came to life in practice.
Home
Let’s talk about the elephant in your bathroom.
The truth about your water? It might be undoing all your hard work. Every shower brings minerals, metals and impurities along for the ride. If every new product promises a breakthrough and delivers disappointment, hard water could be the missing piece of the puzzle.
About
Crispy strands. Flaky scalps. Bumpy skin. It's enough to make anyone side-eye their shower.
A water-first approach to beauty? Surprisingly radical for something so obvious.
Hello Klean was created to spill water's dirty little secrets, helping you take back control one shower at a time. With every drop, during and long after your shower, you reclaim hair and skin that finally feels like you again.
Product Descriptions
This cloud-like violet conditioner helps soften the look of yellow tones while tackling the dulling effects of hard water. It babies your hair, yes, but it also means business. For blondes ready for their comeback era.
Brand Lines
You've changed everything except the water.
The first step in your routine isn't a product.
You checked the ingredients. Did you check the water?
Let's talk about the elephant in your bathroom.
Tried everything? Meet Hello Klean.
Your water's been calling the shots long enough.
Your shower has some explaining to do.
Agency: Two Times Elliott, Photography: Christian Henry Smith
