Brand Tone

Sincere, poetic, and tranquil, avoiding aggressive sales language and opting for storytelling that evokes calm, connection to the past, and appreciation for the natural world.

Brand Values

• •Heritage and Tradition
• •Sustainability and Local Production
• •Nature
• •Wabi-Sabi
• •Community and Collaboration

Best Practices

• •Emphasize storytelling: Every piece of copy should tell a small part of the brand's larger story, with narrative being central.
• •Use sensory and evocative language: Appeal to the senses by using descriptive words that evoke scents, textures, warmth, and tranquility.
• •Maintain a sincere and humble tone: Avoid corporate jargon; the voice should feel personal, honest, and grounded.
• •Incorporate core values: Seamlessly weave in values like heritage, sustainability, nature, and wabi-sabi into all communications.
• •Focus on 'slow living' and mindfulness: Encourage customers to slow down, appreciate the moment, and frame products as tools for a mindful and serene environment.

Social Perception

An authentic, high-quality artisanal brand perceived as a refreshing alternative to mass-produced goods. It is seen as a purveyor of 'slow living,' valuing mindfulness, sustainability, and a connection to nature. Products are described as sculptural and poetic, elevating them to objects of art.

Copy Examples

• •Crafted by hand in our Stockholm studio, this candle is more than just a source of light. It’s a piece of the Swedish heritage, molded from pure, local beeswax. As it burns, it releases a subtle scent of honey, a gentle reminder of the wild meadows of Sörmland. Embrace the beauty of imperfection, and let its warm glow bring a moment of tranquility to your home.
• •The soft, golden light of beeswax. Each of our candles is hand-dipped, carrying the story of the seasons and the diligent work of local bees. We find beauty in the small variations that make each one unique. A quiet celebration of nature's artistry. #BjörnlundaArvet #BeeswaxCandles #WabiSabi #Handmade #SlowLiving
• •BjörnlundaArvet is a dialogue with the past. It's about listening to the whispers of our ancestors and the rustle of the ancient oaks in the fields of Sörmland. We believe in creating with our hands, with intention, and with a deep respect for the materials nature provides. Each creation is an heirloom, a piece of our heritage, passed on to you.
• •Join us for an afternoon of creativity and connection. In our candle-making workshop, you'll learn the traditional craft of dipping beeswax candles. Surrounded by the gentle aroma of honey and herbs, you'll create something beautiful and sustainable with your own hands. A moment to slow down, to create, and to share in the simple joy of making.
• •A Story of Light: Introducing Our Newest Sculptural Candles. This season, we've been inspired by the changing light and the quiet beauty of the Swedish landscape. Our new collection of sculptural candles captures the organic forms of nature, designed to bring a sense of peace and artistry into your space. Discover the collection and find your own piece of tranquil light.