Brand Tone

Gothic, Literary, and Evocative; dark, romantic, and steeped in historical and supernatural lore, creating a sophisticated yet eerie atmosphere with powerful aromatics that tell a story.

Brand Values

• •Storytelling and Inspiration
• •Quality and Craftsmanship
• •Atmosphere Creation
• •Niche Community

Best Practices

• •Use a Story-First Approach: Never describe just the scent notes. Frame every product within a narrative. Use the "About Us" page as a constant source of inspiration, drawing from its references to literature, Dracula, and the Green Fairy.
• •Employ Evocative and Sensory Language: Use strong, atmospheric adjectives. Instead of "smells nice," use "hauntingly fragrant." Words like "conjure," "whisper," "shadow," "foreboding," and "melancholy" should be staples in the brand's vocabulary.
• •Maintain a Consistent Call to Action: End communications with inviting and mysterious phrases that align with the brand. Instead of a simple "Shop Now," consider "Welcome to the Unknown" or "Discover Your Story." The brand's own question, "How absinthe minded are you?" is a perfect example of this.
• •Reference Inspirations Directly: Don't be afraid to mention the poets, artists, and literary works that inspire the brand. This reinforces the intellectual and artistic value of the products and connects with a well-read, appreciative audience.
• •Speak to the Community, Not Just Customers: Address the audience as kindred spirits—fellow lovers of the macabre, the gothic, and the fantastical. This builds a loyal community that feels understood by the brand, transforming them from simple buyers into followers.

Social Perception

High-quality, niche provider for a specific audience that appreciates gothic and macabre aesthetics. Customers are drawn to unique and powerful scent profiles and detailed stories, cultivating an intriguing and well-respected image within its target market.

Copy Examples

• •From the ink-stained desk of a forgotten poet, a new story unfolds. Introducing 'The Scribe'—a haunting blend of aged paper, leather-bound books, and a whisper of midnight rain. Light it and write your own dark tale. #AbsintheMindedWicks #GothicHome #DarkLiterature #ScentedStories
• •Love doesn't always end in light. For the hearts that ache in beautiful shadow, we conjured The Lovelorn Collection. Experience fragrances of faded roses, teardrops, and whispered promises. Because even heartbreak can be hauntingly beautiful.
• •Listen. The veil thins. Our Hallows' Eve candle is not just a scent; it is a ritual. The crispness of autumn air, the sweetness of forbidden treats, and the earthy aroma of a freshly dug grave. This is the essence of Samhain, hand-poured in the shadows for the most discerning souls. Welcome the spirits home.
• •A darkness is coming... Our limited Reconjured Collection is back.
• •Brilliant Candles, Powerful Aromatics. We tell stories through brilliant candlelight. Which one will you inhabit?