Brand Tone

sophisticated, serene, and aspirational

Brand Values

• •Craftsmanship and Quality
• •Aesthetic and Personal Expression
• •Sustainability and Natural Elements
• •Tranquility and Well-being
• •Cultural Connection

Best Practices

• •Use Evocative, Sensory Language: Focus on words that describe feelings, scents, and textures. Use terms like "serene," "envelop," "whispers of," "golden glow," and "velvety" to create a rich, aspirational mood.
• •Maintain a Sophisticated and Calm Voice: Avoid overly casual slang, excessive exclamation points, or aggressive sales language. The tone should always feel calming, confident, and elegant.
• •Tell a Story: Frame products within a lifestyle narrative. Instead of just listing features, describe the experience the product creates—how it enhances a morning routine, a quiet evening, or a gathering of friends.
• •Emphasize Core Values in All Copy: Regularly weave in keywords and phrases related to craftsmanship, natural ingredients, and personal expression, such as "hand-poured," "sustainably sourced," "small-batch," and "your personal sanctuary."
• •Ensure Visual and Textual Harmony: The clean, minimalist, and warm aesthetic of the brand's visuals should be perfectly mirrored in the copy. The text should be as uncluttered, elegant, and well-composed as the photography.

Social Perception

premium, high-quality, and aesthetically pleasing brand

Copy Examples

• •Scent transforms a space. Mood transforms a moment. Introducing 'First Light,' our newest hand-poured soy candle. With notes of white tea, bergamot, and a hint of jasmine, it’s crafted to capture the serene promise of a new day. Light it to create your own sanctuary. #CleAndCo #LuxuryHomeFragrance #HandPoured #ScentedSanctuary
• •Effortless elegance. Continuous calm. Our reed diffusers offer a subtle, flame-free way to envelop your home in our signature scents. Discover a lasting fragrance that welcomes you home, every single time.
• •Your home is your story. Let our pieces be a part of the narrative. From hand-poured candles that soften the light to unique sculptures that speak of fine craftsmanship, every Cle & Co item is designed to be an expression of you. Explore our collection.
• •A note on tranquility. In the rush of the everyday, we believe in carving out moments of peace. This week, we're celebrating the quiet art of relaxation. Find your favorite scent, brew a cup of tea, and allow yourself to just be. P.S. See what’s new in our collection for the ultimate calming experience.
• •The art of living beautifully. It's in the details—a sculptural vase, the gentle flicker of a candle, a fragrance that feels like a memory. Find your detail at Cle & Co. #HomeInspiration #MinimalistDecor #CleAndCoLiving