Brand Tone

Authentic, Serene, and Trustworthy

Brand Values

• •Purity and Nature
• •Health and Well-being
• •Tradition and Craftsmanship
• •Sustainability and Community

Best Practices

• •Always Lead with "The Three Wholesomes": Frame product benefits around the core concept of being good for the materials (source), the user (health), and the environment (sustainability). This unique value proposition should be a recurring theme.
• •Use a Sensory and Evocative Vocabulary: Employ words like "serene," "pure," "authentic," "earthy," "subtle," "calming," and "mindful" to describe the product experience. Avoid generic marketing terms and focus on the feeling the product creates.
• •Anchor the Brand in Its Origin: Consistently mention "Pleiku" and the "20-hectare plantation." This story of origin is a powerful asset that builds trust and distinguishes the brand from resellers or mass-market producers.
• •Educate the Audience: Briefly explain the value of aged agarwood, the difference between natural and chemical incense, and the benefits of the practice of incense burning for mindfulness and well-being. This positions the brand as a knowledgeable and trustworthy guide.
• •Maintain a Respectful and Gentle Tone: The copy should always feel respectful of the customer and the cultural traditions associated with agarwood. The tone should be calm and reassuring, never aggressive or sales-y, mirroring the calming nature of the product itself.

Social Perception

The brand is perceived as a premium, reliable supplier of authentic agarwood, highly valued for its natural quality, safety, and transparency regarding its Pleiku origin. Customers trust its "clean" and chemical-free products, which are considered safe for the whole family.

Copy Examples

• •From Our Plantation to Your Home. Pure Serenity. Experience the true scent of nature. Our agarwood is cultivated on our 20-hectare farm in Pleiku, ensuring every incense stick is 100% natural, chemical-free, and safe for your loved ones. Discover the 3 Lanh difference.
• •Breathe Easy. Find Your Calm. Create a sanctuary of peace in your home. Our natural agarwood incense is crafted to soothe the mind, reduce stress, and purify your space without the harsh chemicals. Wholesome for you, wholesome for your family.
• •Handcrafted Coreless Agarwood Incense (7-Year Reserve) Each stick is a testament to tradition. Made from finely ground 7-year-old agarwood and natural binders, our coreless incense delivers a pure, subtle aroma. Perfect for meditation, tea ceremonies, or quiet contemplation.
• •The Gift of Tranquility. Looking for a meaningful gift? Our "An" Agarwood Gift Set offers a curated selection of our finest natural products. Beautifully packaged and deeply calming, it's the perfect way to wish someone peace and well-being. Shop now.
• •This is where it all begins. Our Dó Bầu trees in Pleiku, growing for years to produce the pure agarwood you love. We believe in being "Lành" (wholesome) from the ground up.