Brand Tone

Empowering, Authentic, Educational, Mystical, Knowledgeable, Reverent, and Substance-focused.

Brand Values

• •Authenticity and Purity
• •Environmental Stewardship
• •Empowerment through Education
• •Community and Inclusivity
• •Substance over Spectacle

Best Practices

• •Use Empowering, Active Language: Frame copy around the user's journey and power. Use verbs like "invoke," "harness," "discover," "explore," and "transform" to position products as tools for the practitioner's personal growth.
• •Lead with Values: Weave core values like sustainability, authenticity, and purity into product descriptions and social media posts. Explicitly mention "ethically-sourced" ingredients, "eco-conscious" packaging, or "pure essential oils."
• •Educate, Don't Just Sell: Use every piece of copy as an opportunity to share knowledge. Explain the historical significance of an herb, the properties of a crystal, or the intention behind a ritual tool. This reinforces the brand's authority and educational mission.
• •Embrace the "Liminal": Consistently use language that reflects the brand's unique positioning. Words like "liminal," "chthonic," "underworld," "shadow," and "duality" are key to the brand's identity and should be used to create a cohesive mystical atmosphere.
• •Maintain a Grounded, Authentic Voice: While the subject matter is mystical, the tone should remain grounded and direct. Avoid overly theatrical, flowery, or gimmicky language. Write as a knowledgeable peer sharing genuine insights, not as a performer, reflecting the brand's "substance over spectacle" ethos.

Social Perception

Overwhelmingly positive, seen as a trustworthy and authentic source for high-quality, effective, and premium occult products crafted with love and magic. Customers praise product quality, effectiveness, and the owner's kindness, excellent customer service, and insightful readings.

Copy Examples

• •Invoke the deep wisdom of the earth. Our new 'Underworld Current' Ritual Oil is now available. Hand-blended under the dark moon with ethically-sourced vetiver, cypress, and myrrh, this oil is crafted to support your journey into shadow work and ancestral connection. It is a tool for the brave, for those who seek truth in the liminal spaces. Tap to anoint your practice.
• •Magic with Intention. Craft with Integrity. Our commitment is to the Earth as much as it is to the Craft. We use eco-conscious materials and pure, natural ingredients so your practice can be as potent as it is respectful. Discover our balance-conscious tools.
• •This isn't just a candle. It's a key. A focus. A prayer whispered into beeswax and flame. Handcrafted for your sacred rituals.
• •The words we use shape our power. This week on The Liminal Witch Podcast, we're diving into the language of self-empowerment and why it's time to shed labels that keep us small. Join a candid conversation about stepping fully into your practice, without apology or qualification. Listen now and reclaim your power.
• •The veil thins, and the ancestors listen. As we approach Samhain, our practices of remembrance become even more poignant. How does your path honor those who came before? Share a tradition or a simple act of reverence with our coven below. Let's learn from each other.