Brand Tone

casual, trendy, pleasure-focused, informal, direct, youthful, knowledgeable, approachable, and modern

Brand Values

• •Quality and Craftsmanship
• •Sensory Experience
• •Style and Aesthetics
• •Community and Inclusivity
• •Social Consciousness

Best Practices

• •Stay Casual and Conversational: Use contractions (e.g., "we've," "don't") and address the audience directly ("your session, your style"). Avoid overly formal or corporate language.
• •Focus on the Experience: Don't just list product features; describe the sensory experience. Use evocative words related to taste, smell, and feel to connect with the pleasure-seeking values of your audience.
• •Embrace Visual Storytelling: Your copy should complement your visuals. On platforms like Instagram and TikTok, keep the text concise and let the product's aesthetic speak for itself. Use relevant, trending hashtags to increase visibility.
• •Be Authentic and Knowledgeable: While the tone is casual, it should also be confident and informed. Show that you understand and are passionate about the products you sell. This builds trust and credibility with your niche audience.
• •Incorporate Lifestyle Elements: Frame your products as part of a desirable lifestyle. The copy should reflect a modern, stylish, and relaxed approach to enjoyment, aligning with the brand's trendy and contemporary identity.

Social Perception

Reliable, niche supplier of smoking accessories in Australia, perceived as modern and targeting a younger demographic. Product quality is generally satisfactory. Acknowledged within the broader context of online tobacco sales, but mitigates by focusing on accessories and tobacco-free options.

Copy Examples

• •Stop and smell the roses. 🌹 Our Rose Palms are crafted from real petals for a slow, luxurious burn. Elevate your ritual. #CaliOnline #RosePalms #FloralSesh
• •Your session, your style. From the sweet scent of Gummy Bear flavored wraps to our classic glass pieces, we've got everything you need to make it your own. Explore the collection at CALI Online. #CaliTobacconist #SmokingAccessories
• •Roll with purpose. Our ROZY Pink Cones don't just look good, they do good. A portion of every sale supports breast cancer research. Style meets substance. #ROZY #ThinkPink #CaliOnline
• •Flavor upgrade unlocked. 🍓 Which flavor are you trying first? #CaliOnline #FlavoredCones #GRWM
• •🔥 Fresh Finds & Hot Deals! 🔥 Hey [Customer Name], ready to refresh your stash? We've just dropped new accessories and have a special offer just for you. Get 15% off your next order and discover a new favorite. Your perfect session awaits. #CaliOnline