Brand Tone

authentic, caring, and informative

Brand Values

• •Natural & Sustainable
• •Handcrafted Quality
• •Transparency
• •Customer Satisfaction

Best Practices

• •Embrace Imperfection as a Virtue: Continue to be transparent about the natural variations in soy wax. Frame it not as a flaw, but as a hallmark of an authentic, handcrafted product. This builds credibility and manages customer expectations.
• •Lead with Education and Care: In all communications, prioritize informing the customer. Explain the 'why' behind your choices—why soy wax, why phthalate-free, why hand-poured. This reinforces the brand's value of caring for its customers' well-being.
• •Use Warm, Comforting Language: Infuse copy with words that evoke feelings of comfort, simplicity, and well-being. Phrases like "feed the soul," "simple comfort," and "a moment for you" align perfectly with the established tone.
• •Tell the Story: Continue to share the brand's origin story and behind-the-scenes content. This humanizes the brand, moving it beyond a simple product to a passion-driven business that customers can connect with on an emotional level.
• •Maintain a Consistent Visual and Textual Style: Ensure that the authentic, slightly rustic, and clean aesthetic seen on the website and Instagram is consistent across all platforms. The tone of the text—caring and informative—should always match this visual identity.

Social Perception

Positive customer reviews with frequent praise for true scents, product quality, and excellent, responsive customer service. Strong community engagement through hashtags, fostering a sense of belonging. Perceived as a trusted and high-quality provider within their niche of hand-poured soy candles.

Copy Examples

• •That weekend feeling, bottled. Our hand-poured soy candles are made with pure, American-grown soy wax to feed your soul and fill your space with authentic, lasting fragrance. Because you deserve a moment of simple comfort. #beanwick #soycandles #handpoured #cozyhome
• •Capture the essence of a perfect summer day. This candle is hand-poured with 100% natural soy wax and phthalate-free fragrance oil, so you can enjoy its clean, true-to-life scent with complete peace of mind. Note: Because we use pure soy wax without additives, you might notice some charming imperfections on the surface. This is the sign of a truly natural, handcrafted candle and will not affect its beautiful burn.
• •Live simple. It just makes more scents. Discover our handcrafted soy wax goodies.
• •A treat for your soul is on its way ✨
• •From pure soy beans... to a moment of pure bliss. Beanwick. Hand-poured goodies that feed the soul.