Brand Tone

Nostalgic, Welcoming, and Artisanal

Brand Values

• •Handcrafted Quality
• •Self-Care & Wellness
• •Australian Identity
• •Customer-Centric Service

Best Practices

• •Lead with Nostalgia: Always connect the scents to a memory, feeling, or shared cultural experience. Use evocative language that prompts the reader to reminisce (e.g., 'Remember when...', 'The scent of...').
• •Emphasize the 'Why': Don't just sell a candle; sell a feeling. Whether it's relaxation, calm, or a mood boost, explicitly state the wellness benefit in your copy, as seen on the 'About Us' page.
• •Use a Warm and Relatable Voice: Write as if you're talking to a friend. Use contractions (like 'it's' or 'you're') and share the brand's story to maintain the 'two besties' approachable persona.
• •Highlight 'Hand-Poured in Melbourne': Consistently include this phrase or similar wording to reinforce the values of artisanal quality and local Australian identity. It's a key differentiator and a point of pride for the brand.
• •Incorporate Sensory Language: Go beyond just listing scent notes. Use descriptive adjectives that appeal to all senses. Words like 'silky,' 'fruity,' 'sweet,' 'warm,' and 'classic' from the 'Pavlova' description are great examples of this in action.

Social Perception

Highly Positive and Trusted

Copy Examples

• •Remember Sunday afternoons and the sweet smell of dessert drifting from the kitchen? We've bottled that memory. Our Pavlova candle is a tribute to those moments of pure joy, blending passionfruit, strawberry, and silky meringue. Light it up and let the celebrations begin. #AmberAndMist #AustralianNostalgia #ScentedSoyCandles
• •The Scent of a Salty, Smoky Sunset. Capture the magic of a coastal evening. This is more than a candle—it's the feeling of cool sand, the sound of crackling embers, and the warm, woody aroma of a bonfire by the waves. With notes of driftwood, sea salt, and a hint of toasted marshmallow, it's the perfect companion for unwinding and dreaming of your next seaside escape. Hand-poured in Melbourne with 100% soy wax for a clean, long-lasting burn.
• •Your cozy winter evenings are missing this...
• •Hand-Poured Happiness from Melbourne. Transform your space from a house into a haven. At Amber & Mist, we believe in the power of scent to calm, uplift, and transport. Our 100% soy candles are hand-poured by two best friends who are obsessed with creating the perfect mood. Discover your new favorite scent today and support a local Aussie business. ✨
• •Scents that tell a story. Hand-poured in Melbourne for your daily self-care ritual.