Brand Tone

Aspirational yet Accessible, Authentic and Passionate, Eco-conscious and Mindful, Friendly and Appreciative

Brand Values

• •Self-Care and Well-being
• •Mindfulness and Slow Living
• •Quality and Purity
• •Sustainability and Eco-Friendliness
• •Handmade and Local
• •Joy in Simplicity

Best Practices

• •Use language that encourages relaxation and introspection.
• •This reinforces authenticity and eco-consciousness.
• •Speak directly to the customer's well-being.
• •Frame product benefits in terms of how they will make the customer *feel*.
• •Maintain consistency in emphasizing natural ingredients, sustainability, and being free of harmful chemicals.

Social Perception

Positive Customer Experiences, Trusted for Self-Care, Aesthetically Pleasing, Eco-Conscious Choice, Good Quality for Price (generally)

Copy Examples

• •Sustainable, beautiful, and designed for your well-being.
• •Discover our latest arrivals, thoughtfully created to help you embrace self-care and find joy in simplicity.
• •Enjoy 10% off your first order and invite tranquility into your home.
• •Soothe your spirit with our new lavender candle, hand-poured with 100% pure soy wax.
• •Create serene spaces in your home with our phthalate, paraben & plastic free fragrances.