Brand Tone

Chic & Stylish, Aspirational yet Accessible, Creative & Expressive, Warm & Inviting, Passionate

Brand Values

• •Style & Aesthetics: Prioritizing design and visual appeal inspired by fashion.
• •Quality Craftsmanship: Emphasizing hand-poured candles with fine ingredients like soy wax and natural wicks.
• •Self-Expression: Providing products that allow customers to reflect their personal style in their homes.
• •Accessible Luxury: Offering an elegant, high-quality experience at an affordable price point.
• •Sensory Experience: Focusing on creating a unique "sensory journey" through fragrance.

Best Practices

• •Embrace "Fashion Scents": Consistently use language that bridges the worlds of fashion and home fragrance. Words like "chic," "stylish," "runway-inspired," "pattern," "print," "texture," and "accessory" can reinforce this unique positioning.
• •Highlight the Founder's Story & Passion: Weave Lauren's fashion background and her personal quest for stylish, affordable candles into the narrative. This adds authenticity and a personal touch.
• •Focus on Self-Expression and Personalization: Frame product descriptions and social media content around how Ellwick candles help customers express their individuality and curate a space that is uniquely theirs.
• •Maintain an Aspirational but Inclusive Voice: While showcasing elegance and style, ensure the language remains warm, inviting, and emphasizes the "everyday" affordability and usability of the candles.
• •Visually Align Copy with Brand Aesthetics: Ensure that the tone of the copy on the website, social media, and any marketing materials is consistently reflected in the accompanying imagery – chic, stylish, and showcasing the candles as decor elements.

Social Perception

Emerging & Niche, Visually Appealing, Associated with Style-Conscious Consumers, Positive but Limited Feedback

Copy Examples

• •Headline: Don't Just Scent Your Home. Style It. Body: Introducing Ellwick Candles. Where fashion-forward prints meet captivating fragrances. Transform your space into a true reflection of you. Discover your fashion scent. #EllwickDecor #HomeStyle #FashionForYourHome
• •Headline: The Everyday Luxury Your Home Deserves. Body: Why save the best for special occasions? Ellwick's hand-poured soy candles bring an affordable touch of elegance to your daily life. Inspired by iconic design, crafted for your personal style. Light up your room, effortlessly. #EllwickCandles #AccessibleLuxury #SoyCandles
• •Headline: From the Runway to Your Room. Body: Ellwick founder, Lauren Volpe, blends 15 years in fashion with a passion for exquisite scents. The result? Decorative candles that are as much a statement piece as they are a sensory journey. It's not just a candle, it's Ellwick. #FashionInspired #DesignerCandles #HomeAmbiance
• •Headline: More Than a Fragrance. It's an Accessory for Your Home. Body: Your home tells a story. Let Ellwick candles be a vibrant chapter. With bold prints and curated scents, each candle is designed to complement your unique taste. Find the perfect piece to light up your personal aesthetic. #Ellwick #DecorativeCandles #PersonalStyle
• •Headline: Crafted with Passion. Poured with Style. Body: At Ellwick, every candle is a work of art. Meticulously hand-poured using a proprietary soy wax blend and 100% natural wicks for a clean, beautiful burn. Experience the fusion of quality craftsmanship and chic design. #HandPouredWithLove #SoyWaxPerfection #EllwickStyle