Brand Tone

Authentic and Heartfelt, Nostalgic and Evocative, Community-Oriented and Welcoming, Passionate and Proud

Brand Values

• •Craftsmanship
• •Connection to Place
• •Family and Community
• •Quality and Integrity

Best Practices

• •Lead with Storytelling: Frame products around memories, traditions, and the sensory experiences of the Appalachian region. Use evocative language that transports the customer.
• •Emphasize Artisan Quality: Consistently use terms like "hand-poured," "small-batch," "family-owned," and "premium organic soy wax" to reinforce the brand's commitment to craftsmanship.
• •Lean into the "Why": Connect the purchase to a greater purpose. Regularly mention the "Shining a Light on Literacy" initiative to build a deeper customer relationship based on shared values.
• •Use a Warm, Inclusive Tone: Write copy as if you're speaking to a friend or neighbor. Ask questions and use inclusive language ("we," "our community") to foster a sense of belonging.
• •Maintain Sensory Focus: Describe scents with rich, multi-layered language. Instead of just "apple," try "a narrative of age-old traditions and family recipes, featuring notes of crisp apple, warm cinnamon, and nutmeg."

Social Perception

The public perceives Appalachian Candle Company as: A Premium Artisan Brand, Authentic and Trustworthy, Effective and High-Value.

Copy Examples

• •Settle in. This isn't just a scent; it's a story. Rich, aged bourbon and soft, worn leather evoke the feeling of a quiet evening in a mountain cabin. Each candle is hand-poured right here in Tennessee, using organic soy wax to ensure a clean, long-lasting burn. Light it and let the warmth of the Appalachians fill your home.
• •Every scent we create starts with a memory. Every candle we pour helps build a future. Our 'Shining a Light on Literacy' initiative is at the heart of what we do, because the stories of the Appalachians are meant to be shared. What are you reading this weekend? #AppalachianCandleCo #HandmadeInTennessee #LiteracyForAll #SoyCandles #MountainLife
• •Your home should be your sanctuary. Our hand-poured soy candles, made with premium fragrances inspired by the Appalachian Mountains, are designed to do just that. From 'Maple Bourbon' to 'Christmas Morning,' find the scent that brings you home. Shop our family-owned business and support childhood literacy with every purchase.
• •A note from our corner of the mountains... Here at Appalachian Candle Co., the seasons don't just change the scenery they inspire what we pour. We're excited to share our new fall scents, crafted by hand to capture the crisp air and warm colors of an Appalachian autumn. Come see what's new and find a little piece of Tennessee to bring home.
• •More Than a Candle. It's a Connection. Family-owned and rooted in the mountains of East Tennessee, we hand-pour premium soy candles that bring the stories and scents of Appalachia to your home.