Brand Tone

Elegant, Natural & Approachable

Brand Values

• •Quality Craftsmanship
• •Natural and Eco-Conscious
• •Creating Atmosphere & Wellbeing
• •Local Production & Australian Identity
• •Customer Experience & Connection

Best Practices

• •Develop a Brand Voice Guide: Document key tone attributes (e.g., elegant, natural, approachable, Australian), preferred vocabulary (and words to avoid), and a clear brand persona. Share this with anyone creating content.
• •Focus on Sensory Language: Use evocative words that appeal to the sense of smell, describe moods, and paint a picture of the experience the fragrances offer (e.g., "enveloping," "crisp," "soothing," "invigorating," "tranquil oasis").
• •Highlight Core Values Consistently: Weave in mentions of "handcrafted," "Melbourne-made," "eco-friendly," "natural ingredients," and the creation of "ambiance" or "wellbeing" naturally within product descriptions, social posts, and website copy.
• •Maintain Visual & Textual Harmony: Ensure the tone of the copy aligns with the visual aesthetic (minimalist, elegant, natural). The clean design of the website and social media should be complemented by clear, concise, and sophisticated yet accessible language.
• •Engage Authentically: When interacting with customers on social media or responding to inquiries, maintain the established brand tone. Be helpful, friendly, and reinforce the passion behind the brand.

Social Perception

The general perception of brands in the Australian handcrafted and eco-friendly home fragrance market is positive. Customers in this segment typically appreciate high-quality, natural ingredients and materials, unique and pleasant scents, the aesthetic appeal of the products and packaging, and supporting local and handmade businesses. They aim to transform spaces and activate emotions through scent.

Copy Examples

• •Instagram Post (New Candle Launch): Introducing 'Serene Escape' – our newest hand-poured soy candle. Crafted in Melbourne with pure essential oils to transform your space into a haven of calm. Light, breathe, and unwind. ✨ #AScent #HandmadeInMelbourne #LuxuryCandles #EcoFriendlyLiving #NewScent
• •Facebook Ad (Brand Story Focus): From our Melbourne studio to your home, every A-Scent creation is a labour of love. We believe in the power of fragrance to elevate everyday moments. Discover our story and the natural goodness we pour into every candle and diffuser. Shop local, live beautifully. [Link to Website] #AScentAustralia #AustralianMade #HomeFragrance #SupportLocalAU #MindfulLiving
• •Product Description (Website - Reed Diffuser): Elevate your sanctuary with our 'Coastal Breeze' Reed Diffuser. A refreshing blend of sea salt, jasmine, and driftwood, meticulously handcrafted in Melbourne. Our eco-friendly formula and natural reeds offer a continuous, subtle fragrance, transforming your home into a coastal retreat. Simply uncap, immerse the reeds, and let the gentle aroma transport you. Lasts up to 3 months.
• •Email Newsletter (Promotion): Subject: Create Your Perfect Ambiance | 15% Off A-Scent Favourites Hello [Customer Name], At A-Scent, we're passionate about how the right fragrance can transform a house into a home. This week, discover your signature scent or stock up on beloved classics with 15% off our entire collection of hand-poured candles and diffusers. Crafted with care in Melbourne, for moments of pure tranquility. Shop Now & Save: [Link] Warmly, The A-Scent Team
• •Instagram Story (Behind the Scenes): (Video snippet of candle pouring or packaging with text overlay) Morning moments in the A-Scent studio ✨ Each piece, hand-poured with passion right here in Melbourne. We’re dedicated to bringing you the purest scents for your home. What are your favourite calming fragrances? #BehindTheScent #MelbourneMade #ArtisanCandles #HomeDecor #NaturalLiving