Pure, Powerful,
and Plant-based.
SOiL Organic Aromatherapy is an Ecocert-certified organic essential oil and skincare brand. Every guideline on this page exists to protect one promise: from soil to soil, from farm to shelf, this is wellness, done with intention.
Tagline
"Pure, Powerful, and Plant-based."
Mission
"From Soil to Soil, From Farm to Shelf — this is wellness, done with intention."
Brand at a glance
Identity
Always written SOiL — capital S, lowercase i, capital O, capital L. Never "Soil", "SOIL" or "S.O.I.L."
Spelling
South African / UK English throughout: moisturise, labour, favourite, organisation, centre. Exception: "Vitamin E" stays capitalised.
Two markets
Global brand at soiloils.com, South African storefront at soil.co.za. Same identity, same rules, both markets.
This guide covers
Voice & Tone — how SOiL sounds in copy, from product pages to staff comms.
Logo & Naming — capitalisation, wordmark usage, and naming conventions.
Colour — the five-colour system and how to apply it.
Typography — Raleway as the single type family, with fallback rules.
Certifications & Claims — what we can say, and the certifications behind it.
Resources & DAM — where to find approved photography, logos, and source files.
Confident.
Eco-ethical.
Plain-spoken.
SOiL talks like a knowledgeable formulator, not a wellness influencer. We back claims with certification, not adjectives. We're proud of the farm-to-shelf story, but we don't oversell it.
Confident
State what the product does and why it's certified to do it. Avoid hedging ("might help", "could possibly"). If we can't say it plainly, we don't say it.
Eco-ethical
Sustainability and fair sourcing are facts about how we operate, not marketing flourishes. Mention them the way you'd mention an ingredient — factually, briefly.
Plain-spoken
Short sentences. Everyday words. No invented jargon. If a customer needs a glossary to understand the copy, rewrite it.
Do / Don't
Do
"Certified organic lavender oil, steam-distilled from flowers grown on our partner farms."
Don't
"Our magical lavender elixir transports you to a field of dreams." (No invented therapeutic claims, no mysticism.)
Tone by channel
Product & e-commerce copy — Confident and informative. Lead with the certification or sourcing fact, then the sensory detail.
Internal / staff comms — Direct and warm. Same plain-spoken rule applies — no corporate filler.
Social — Still SOiL, just shorter. Confidence over cleverness.
Partner / retail decks — Lead with certifications and traceability — these are our differentiators with buyers.
Capital S.
Lowercase i.
Capital O. Capital L.
The wordmark is the brand's most-repeated asset and its most-broken rule. Get the capitalisation right everywhere — copy, code, slide decks, file names.
Correct
SOiL
Capital S, lowercase i, capital O, capital L — every time, in every context, including mid-sentence.
Incorrect
Soil SOIL S.O.I.L. soil
None of these are the brand name — they read as the generic word "soil" or an acronym, which SOiL is not.
Naming conventions
Full name: SOiL Organic Aromatherapy
Short name: SOiL
Global site: soiloils.com
SA storefront: soil.co.za
Spelling reference
moisturiselabourfavourite organisationcentreVitamin E (always capitalised)One signature colour.
Four supporting neutrals.
SOiL's palette is deliberately small. The orange carries the brand; black, white, charcoal and the earth neutral do the work of structure and legibility.
How to use it
Signature Orange (#EA4C1F) — primary accent only: CTAs, key highlights, the "O" in the wordmark. Never as a body text colour, never as a large background unless it's a hero moment.
Black / Charcoal — body copy and primary text. Charcoal (#202122) for softer headings and UI chrome, true black for the wordmark and highest-contrast text.
White — primary background. SOiL is a bright, clean brand — avoid heavy dark-mode layouts.
Earth Neutral (#C8C6BD) — dividers, borders, secondary tags, and quiet backgrounds. The link between "clean" and "natural" in the palette.
One family.
Every weight you need.
Raleway is the only typeface SOiL uses, across display and body. Its weight range (Regular through Bold) gives enough contrast for hierarchy without introducing a second family.
Fallback
If Raleway is unavailable (legacy documents, restricted system fonts), fall back to Calibri or the system sans-serif. Never substitute a serif or display script typeface.
Say what we're
certified to say.
Every claim of "organic", "natural", "safe" or "ethical" should trace back to one of these certifications. If a claim isn't backed by one of them — or by approved copy already live on soil.co.za — don't make it.
Certifications
Ecocert Greenlife
Organic certification covering raw materials and finished products.
GMP ISO22716
Good Manufacturing Practice standard for cosmetics production.
MoCRA
US Modernization of Cosmetics Regulation Act compliance.
BWC (Beauty Without Cruelty)
Cruelty-free certification — no animal testing.
Vegan Society SA
Certified vegan formulations where applicable.
Fair for Life
Fair trade certification across the supply chain.
Claims guardrails
Do
Reference a certification by its full, correct name when making a claim: "Ecocert Greenlife certified organic", "Fair for Life certified sourcing".
Don't
Make therapeutic or medical claims (essential oils "treating", "curing" or "healing" conditions). SOiL never gives medical advice. New-market regulatory claims need sign-off before use.
Approved assets
live in the DAM.
Logos, product photography, packaging artwork and approved layouts are managed centrally. Always pull from the DAM rather than re-using exported or screenshot versions of assets.
SOiL Digital Asset Management (DAM)dam.hc.co.za — logos, photography, packaging artwork & source files Open ↗ soiloils.com
Global brand website — primary reference for current voice & visual treatment Open ↗ soil.co.za
South African storefront — same identity, same rules Open ↗
Note on DAM access
The DAM requires login. This page links to it for reference only — request access from your SOiL admin if you don't already have it. Don't re-share DAM credentials or assets outside approved channels.