Brand Tone

Authentic, serene, and narrative-driven; personal and warm, reflecting the founder's passion. Language is evocative and grounded in nature, aiming to transport customers to coastal Pembrokeshire landscapes. It is also educational, explaining the benefits of natural ingredients.

Brand Values

• •Natural & Ethical Integrity
• •Sustainability
• •Craftsmanship
• •Connection to Nature
• •Transparency & Honesty

Best Practices

• •Always connect the product back to its inspiration—a specific place, memory, or feeling rooted in the Pembrokeshire landscape, reinforcing the brand's narrative-driven tone.
• •Employ descriptive words that appeal to the senses and are drawn from the natural world (e.g., "damp earth," "sea-salt air," "honeyed florals," "wild spirit") to maintain the serene and evocative tone.
• •Explain the 'why' behind the 'what' (e.g., why essential oils are used, why sustainable wax matters) to reinforce brand values.
• •Maintain a personal voice, using "I" and "we" to create a direct connection with the customer, reinforcing the brand's authenticity and small-workshop feel.
• •Regularly and clearly repeat the core values (natural, sustainable, vegan, handcrafted) in all content to solidify the brand's identity and build trust.

Social Perception

Caer Candles is perceived as a high-quality, artisanal brand offering genuine and natural products. Customers view it as a trustworthy and authentic alternative to mass-produced candles, highly regarding its unique, powerful, effective, and long-lasting scents. The brand's ethical stance, personal story, and connection to Pembrokeshire resonate strongly, fostering a loyal customer base.

Copy Examples

• •Introducing 'Haf' (Summer). We’ve bottled the warmth of a Pembrokeshire summer afternoon—lazy, golden, and buzzing with the scent of meadowsweet and honeyed florals. Hand-poured with our signature blend of sustainable plant wax and pure essential oils, 'Haf' is a slow, deep breath of sunshine for your home. Tap to bring the essence of a Welsh summer indoors.
• •Step into the woods. Our 'Fforest' candle captures the grounding aroma of an ancient forest floor after the rain. A deep, restorative blend of cedarwood, pine, and damp earth, this scent is an invitation to disconnect and find your centre. Each candle is crafted with pure essential oils to bring the calming, wild spirit of the forest directly to you. Hand-poured in our Pembrokeshire workshop. Vegan, sustainable, and always natural.
• •A story from the coast & a gift for you...
• •Tired of synthetic scents that give you a headache? Discover the honest fragrance of Pembrokeshire. Caer Candles are made with 100% pure essential oils and sustainable plant wax—no exceptions. Handcrafted on the Welsh coast to bring a piece of nature into your home. Shop our collection and smell the difference.
• •Scented by nature, crafted for memory.