Brand Tone

serene, natural, and evocative

Brand Values

• •craftsmanship
• •natural quality
• •local Belgian identity
• •well-being and self-care

Best Practices

• •Lead with Emotion and Sensation: Always start by describing the feeling or experience the candle provides before detailing the features. Use evocative and sensory words (e.g., "enveloping," "crisp," "serene," "cozy") to connect with the customer's desire for ambiance and relaxation.
• •Maintain the "Calm" Lexicon: Consistently use a family of words related to peace, tranquility, nature, and mindfulness. Words like "sanctuary," "ritual," "unwind," "breathe," and "serenity" should be woven throughout all copy to reinforce the brand name and promise.
• •Always Highlight Core Values: In every appropriate piece of copy (especially product descriptions, "About Us," and ads), mention at least one core value: "artisanal," "handcrafted," "natural wax," or "100% Belgian." This repetition builds trust and justifies the premium quality.
• •Adopt a "Guide, Not a Seller" Tone: Frame communications as helpful advice. Use blog posts, guides, and descriptive emails to educate customers on creating a relaxing atmosphere or choosing the right scent. This builds a relationship where the brand is a trusted partner in their well-being journey.
• •Keep it Clean and Uncluttered: The writing style should mirror the brand's visual aesthetic. Use clear, concise sentences and ample white space. Avoid overly aggressive sales language or urgent calls-to-action that would disrupt the calm and serene tone. Let the quality of the product and the feeling it evokes be the primary motivators.

Social Perception

The social perception is positive, with customers praising product quality and scent, suitable as gifts. The brand's online presence, though growing, features visually cohesive social media with clean aesthetics aligned with serenity and quality values. The brand has a broad appeal to any consumer interested in home wellness due to its serene, nature-inspired, and high-quality aspects.

Copy Examples

• •Your sanctuary is calling. Slow down the pace, breathe in the calming scent of [Product Name], and let the day's stress melt away. Our artisanal candles are crafted with natural wax to create a pure moment of peace. #Calmdle #BelgianCraftsmanship #ArtisanalCandles #MomentOfCalm #SelfCare
• •Experience the difference of a truly artisanal candle. Each Calmdle is hand-poured using natural ingredients to bring a pure and lasting scent to your home. Discover our collection and support 100% Belgian craftsmanship. Shop now.
• •Bring the outdoors in. Discover the crisp, natural scent of our "Walk In Canada" candle and transform your space into a forest retreat.
• •Wrap yourself in the nostalgic embrace of our "Warmth of Cinnamon" candle. This rich, spicy aroma fills your home with a sense of comfort and joy, reminiscent of cozy evenings and cherished memories. Perfect for creating a welcoming atmosphere, each candle is hand-poured with natural wax for a clean, long-lasting burn. Light it and let the warmth in.
• •We noticed you enjoyed the [Previous Purchase Scent]. As the seasons change, why not invite a new feeling into your home? Based on your love for serene scents, we think you'll adore our new "Sakura Sanctuary" candle, a delicate fragrance to welcome a fresh start. Rediscover your calm with Calmdle.