Brand Tone

Aspirational, mindful, and artistic; a sophisticated voice that speaks with intention and conviction. The language is elevated and thoughtful, blending luxury, environmental science, and spirituality. It is purpose-driven, elegant, spiritual, and authoritative.

Brand Values

• •Radical Sustainability
• •Artisanal Craftsmanship & Quality
• •Mindfulness & Spirituality
• •Art & Design Integration
• •Transparency & Education

Best Practices

• •Lead with "Why": Always start from the core mission. Whether describing a scent or announcing a new product, connect it back to the foundational values of sustainability, art, and mindfulness. The "why" (a plastic-free world, inner balance) is more compelling than the "what" (a candle).
• •Use an Elevated Vocabulary: Employ words that reflect luxury, art, and intention. Terms like "manifesto," "vessel," "handcrafted," "ritual," "grounding," and "olfactory experience" align with the brand's sophisticated identity. Avoid overly casual language or clichés.
• •Balance the Scientific with the Spiritual: Seamlessly weave together the technical aspects of sustainability (mycelium, carbon-negative, paraffin-free) with the intangible, spiritual benefits (chakras, mindfulness, finding light). This duality is unique to the brand.
• •Tell Stories, Don't Just List Features: Instead of just stating a candle has a "rose" scent, tell the story of the Heart Chakra it represents and the feeling of compassion it's meant to evoke. Frame the mycelium packaging not as a feature, but as part of a "Mushroom Conversation" about the future of our planet.
• •Maintain a Minimalist Aesthetic in Text: Just like the product design, the copy should be clean, concise, and impactful. Use white space effectively. Sentences should be intentional, without fluff, allowing the powerful message to stand on its own.

Social Perception

Perceived as a pioneering luxury brand at the intersection of sustainability and art. It is seen as a premium, "thinking person's" candle company, recognized for being innovative and eco-conscious, luxurious and high-quality, artistic and aspirational. It maintains a strong reputation among consumers who prioritize design, quality, and ethical production.

Copy Examples

• •Beyond the vessel, beyond the scent, lies a promise. Our carbon-negative mycelium packaging is more than a box; it's a statement. For every 50 hours of light our candles provide, we give back to the Earth, ensuring our footprint is one of beauty, not waste. This is the new luxury. This is our AMEN.
• •Find your foundation. Our Root Chakra candle, infused with the grounding essence of Vetiver, is handcrafted in Grasse to anchor your spirit. Poured into a reusable Limoges porcelain vessel, it's a ritual of return—to yourself and to the earth. Light it to cultivate calm, stability, and a profound sense of place. A scent to bring you home.
• •Subject: Art, Scent, and a World Without Plastic. Body Intro: We believe that true luxury leaves no trace. It’s a philosophy we pour into every candle and grow into every piece of our packaging. This month, we explore our collaboration with the art world to prove that ethics and aesthetics can coexist beautifully...
• •AMEN was born from a simple, challenging question: Can an ephemeral object like a candle create a lasting positive impact? Our answer is found in the soil, in the hands of artisans, and in the quiet moments of reflection. From the world's capital of perfume to our revolutionary mushroom-grown packaging, we are a journey of scent and sustainability. We invite you to find your light, and to join us in leaving the world more beautiful than we found it.
• •Your home should be a gallery of your values. AMEN offers more than fragrance; we offer artful objects with a clear conscience. Handcrafted in France and protected by nature's own mycelium, our candles are a testament to sustainable design. Redefine your space. Elevate your spirit.