Brand Tone

Personal and Approachable, Passionate and Creative, Mindful and Comforting, Conscious and Ethical, Authentic and Unpretentious

Brand Values

• •Craftsmanship and Quality
• •Customer Joy and Comfort
• •Creativity and Passion
• •Sustainability and Eco-Consciousness
• •Authenticity and Connection
• •Ethical Practices
• •Well-being

Best Practices

• •Maintain the Founder's Voice: Continue using Lindy's personal, approachable, and slightly whimsical tone ("Hiya!", "ringleader of this one-woman circus," "xo, Lindy"). This authenticity is a key differentiator.
• •Emphasize "Small Batch" and "Handcrafted": Consistently highlight the care and quality that goes into each product due to its small-batch, handcrafted nature. This reinforces the value of craftsmanship.
• •Focus on Comfort and Joy: Frame product benefits around the emotional impact – creating comfort, joy, serenity, and a welcoming home environment.
• •Be Transparent and Educational (Subtly): Continue the practice of explaining *why* certain choices are made (e.g., numbering scents, refill programs, licensing). This builds trust and aligns with conscious consumerism.
• •Engage with a Personal Touch: Whenever possible, continue personal interactions, handwritten notes, and storytelling that connects the products back to the founder's passion and the brand's core values. This is especially important for social media and customer service.

Social Perception

High Customer Satisfaction, Appreciation for Personal Touch, Seen as Eco-Conscious and Innovative, Respected for Ethical Approach, Community-Oriented, Unique and Authentic

Copy Examples

• •Meet No. 42. Close your eyes. Imagine the first rain after a dry spell, the scent of damp earth and fresh pine. We don't name it, so you can. Find your story in the scent. Hand-poured in small batches, because your comfort deserves that care. #Apothecary19 #SmallBatchSelfCare #ScentStory
• •Love your favorite Apothecary 19 scent? Keep the comfort going, sustainably. Our candle refills are here to help you reduce waste and cherish your beautiful ceramic jars longer. It’s self-care that cares for the planet too. #SustainableLuxury #RefillReuseRepeat #EcoFriendlyHome
• •For the love of stories and the comfort of a flickering flame. Our officially licensed [Book Series] inspired candle, Scent No. [Number], captures the essence of [Character/Place]. Crafted with permission, because we believe in honoring creativity. What adventures will it spark for you? #BookishCandles #LicensedToCreate #LiteraryScents
• •From my hands to your home. ✨ Each Apothecary 19 creation is born from a love of tinkering and a deep desire for comfort. I hope these small-batch treasures bring as much joy to your space as they bring me in making them. Thank you for being here. xo, Lindy. #HandcraftedWithLove #SoulfulComfort #Apothecary19Journey
• •Subject: Hello Sunshine! ☀️ Your Summer Solstice Comfort Awaits... Snippet: Hi [Customer Name], Lindy here! Just wanted to share a little warmth. Our new Summer Solstice collection is brimming with scents designed to make your longest days even brighter. Crafted in small batches, with all the care you’ve come to expect. Find a new favorite to call home. [Link to collection]