Brand Tone

Serene, Authentic, and Elegant

Brand Values

• •Artisanal Craftsmanship
• •Natural and Conscious Materials
• •Creating a Sanctuary
• •Heritage and Family
• •Customer Education and Safety

Best Practices

• •Always use descriptive, evocative language. Don't just say a candle smells good; describe the feeling or memory the scent invokes (e.g., "Think dusk, exotic florals, satin in the air").
• •Subtly remind customers of the brand's heritage. Use phrases like "handcrafted," "small batch," and "family tradition" to reinforce authenticity and value.
• •Frame products not just as objects, but as tools for creating a desired environment. The copy should sell the feeling of peace, elegance, or tranquility that the products help create.
• •Avoid overly casual slang, excessive emojis, or aggressive sales language. The tone should match the elegant and clean aesthetic of the products. Keep sentences clear and purposeful.
• •Regularly mention the natural, vegan, and cruelty-free aspects of the products. This reinforces the brand's ethical values and appeals to a growing market of conscious consumers.

Social Perception

Customers are likely to see CEL SAL as a high-quality, trustworthy brand that offers unique and beautiful products with a compelling story. The emphasis on natural ingredients and handcrafted quality positions it as a premium, ethical choice in the home decor market. The detailed care instructions likely contribute to a perception of the brand as being customer-focused and professional.

Copy Examples

• •Hand-poured serenity. Our Nectarine + Tonka candle is crafted in small batches with an all-natural soy wax blend to fill your space with a scent that is rich, warm, and endlessly sophisticated. Transform your home into a sanctuary. #celsalhome #artisancandles #handcrafteddecor
• •From our family's workshop in El Salvador to the heart of your home. CEL SAL was born from a passion for authentic craftsmanship and the simple joy of creating a peaceful space. Each piece is a testament to our heritage, handcrafted with intention and care.
• •Create your escape. The earthy notes of pure clay and sacred incense are designed to ground your senses and calm your mind. More than just a fragrance, it’s a daily ritual for a more mindful, serene, and centered you. Perfect for the office, bedroom, or any corner that calls for quiet contemplation.
• •How do you find your calm? For so many of you, it starts with a simple flame or a favorite scent. We are honored to be a part of your daily rituals. Discover the handcrafted difference of CEL SAL and curate a space that is authentically yours. Shop our collection today.
• •An Artisanal Touch for the Modern Home | Inside CEL SAL