Brand Tone

Fun & Humorous, Approachable & Friendly, Confident & Modern (with a slight edge), Relatable

Brand Values

• •Female Empowerment & Representation
• •Sustainability & Ethical Practices
• •Quality & Craftsmanship
• •Individuality & Self-Expression
• •Joy & Fun

Best Practices

• •Channel Your Inner "Cool Girl": Understand your audience deeply – their humor, interests, and language. Write as if you're talking to a friend who shares that same cool, savvy, and fun-loving vibe.
• •Inject Personality & Humor: Use witty remarks, pop culture nods (where relevant), and playful language. Don't be afraid of a little sass, but always keep it inclusive and positive.
• •Be Confidently You: Your brand is AAPI women-owned and makes awesome, eco-conscious products. Own that with a voice that's self-assured and proud, yet still down-to-earth and approachable.
• •Weave Values into the Narrative: Instead of just listing values, embed them into your storytelling. For example: "Each candle is hand-poured by us (your fave Dallas-based sister duo!) using only the good stuff: sustainable coconut soy wax and amazing, non-toxic scents."
• •Maintain Consistency Everywhere: Ensure your unique voice shines through on your website, social media, product descriptions, emails, and even how you respond to DMs. A shared brand voice guide can help your team stay aligned.

Social Perception

Positive & High Quality, Trendy & Giftable, Authentic & Trustworthy

Copy Examples

• •Headline: Your Space Called. It Wants an Upgrade. Body: Ditch the basic. Light up a Cool Girl Candle and transform your room into a vibe. Hand-poured, eco-friendly, and smells ridiculously good. What are you waiting for? #CoolGirlCandles #AestheticVibes
• •Headline: Warning: May Cause Extreme Gifting Popularity. Body: Be the hero of every birthday and holiday. Our fun, pop-culture inspired candles are the ultimate conversation starters. Shop Cool Girl Candles – because boring gifts are a crime. #UniqueGifts #CoolestCandles
• •Headline: Bad Day? We've Got a Scent for That. Body: Melt away the stress with fragrances that are anything but ordinary. Cool Girl Candles: AAPI women-owned, cruelty-free, and designed to make you smile. Find your happy scent. #SelfCareSimplified #HandPouredHappiness
• •Headline: This Candle *Gets* You. Body: From your latest streaming obsession to that inside joke with your bestie, our candles have personality. Made with sustainable coconut soy wax in Dallas, TX. Because your space deserves to be as cool as you are. #PopCulturePerfected #CoolGirlApproved
• •Headline: Smell That? It's Your New Favorite Candle. Body: Seriously, prepare for compliments. Cool Girl Candles are packed with complex, long-lasting scents that fill your room, not overwhelm it. Eco-chic and always fun. #ScentGoals #SupportWomenOwned