Brand Tone

Evocative, Calm, Elegant, and Warm

Brand Values

• •Quality & Craftsmanship
• •Sensory Experience & Emotional Connection
• •Well-being & Self-Care
• •Aesthetic & Design
• •Natural & Mindful Consumption (implied)

Best Practices

• •Develop a Brand Voice Guide: Create a document that explicitly defines the brand's tone (e.g., "Evocative, Calm, Elegant, Warm"), lists "do's and don'ts" for language, and includes examples of on-brand copy. This ensures anyone writing for the brand understands the desired voice.
• •Focus on Sensory Language: Consistently use descriptive words that appeal to the senses, especially smell, but also touch (cozy, warm) and sight (gentle glow, elegant vessel). Paint a picture with words that allows the customer to imagine the experience.
• •Emphasize Benefits and Emotions over Features: While mentioning soy wax or hand-poured is good, connect these features to the benefits they provide (e.g., "cleaner burn for a healthier home," "artisan touch for a unique experience") and the emotions they evoke (calm, joy, nostalgia).
• •Maintain Visual-Textual Cohesion: Ensure the tone of the copy aligns with the visual style. If the visuals are minimalist and elegant, the copy should reflect that sophistication and not be overly casual or jarring.
• •Engage with an Empathetic and Understanding Voice: When interacting with customers (e.g., in comments, DMs, or customer service), maintain the warm, inviting, and calm tone. Understand their needs and respond in a way that reinforces the brand's caring and refined persona.

Social Perception

A premium or mid-to-high-end candle brand, a go-to for creating a cozy and inviting home atmosphere, a thoughtful gift option, trustworthy in terms of quality, aesthetically pleasing and "Instagrammable"

Copy Examples

• •Instagram Post (Product Focus): Unwind and let the world fade away. Our 'Kyoto Garden' candle, a delicate blend of cherry blossom and sandalwood, transports you to a place of serene tranquility. Hand-poured soy wax, crafted for your calm. ✨ #FlaamCandles #ScentedSanctuary #KyotoGarden #MomentsofPeace
• •Email Subject Line (New Collection): Evoke New Memories: Discover the Flaam Candles Autumn Collection *Body Snippet:* Embrace the changing season with scents designed to warm your home and soothe your soul. Explore hand-poured candles that capture the essence of autumn's embrace.
• •Website Product Description (for a calming scent like Lavender & Chamomile): Drift into serenity with our 'Evening Calm' candle. A gentle fusion of soothing lavender and comforting chamomile, meticulously hand-poured with natural soy wax. Light it to melt away the day's stresses and welcome a peaceful night. Your personal ritual of tranquility awaits.
• •Facebook Ad (Targeting home decor enthusiasts): Elevate your space with more than just light. Flaam Candles offers an olfactory journey, transforming your home into a haven of refined scents and warm ambiance. Discover handcrafted soy candles that speak to your soul. Shop now for a touch of everyday elegance.
• •TikTok Video Caption (Showing a candle being lit in a cozy setting): That feeling when the Flaam candle is lit and the vibes are just right. 😌🕯️ Which scent is your go-to for instant calm? #FlaamCandles #CozyVibes #ScentedCandles #HomeAmbiance #SelfCareMoment