Brand Tone

Traditional, Authentic, and Nostalgic.

Brand Values

• •Tradition & Heritage
• •Authenticity & Craftsmanship
• •Quality
• •Connection & Family

Best Practices

• •Embrace Historical Language: Use words like "heritage," "time-honored," "colonial," "tradition," and "authentic" to reinforce the brand's core identity. Tell the story behind the bayberry legend and the year 1974.
• •Focus on Sensory Details: Describe the "spicy-sweet scent" of bayberry, the "warm glow" of the flame, and the "hand-dipped" texture of the candles. This creates a nostalgic and tangible connection for the customer.
• •Maintain a Formal and Sincere Voice: Avoid overly casual language, emojis, or modern marketing buzzwords. The tone should be respectful and genuine, as if sharing a cherished family story.
• •Highlight the "Why," Not Just the "What": The customer isn't just buying a candle; they are buying a tradition, a piece of history, or a symbol of good luck. Frame the product's benefits in these emotional and historical terms.
• •Leverage the Power of Scarcity and Exclusivity: Since the products are handmade using traditional methods, this implies a slower, more deliberate production process. Use this to the brand's advantage by positioning the candles as artisanal items, not mass-produced commodities. This justifies the premium nature of the product.

Social Perception

As a Historical Artifact, As a Niche, High-Quality Product, Aesthetic and Scent-Focused

Copy Examples

• •Headline: Light a Tradition. Body: For centuries, the warm, spicy scent of a bayberry candle has welcomed good fortune on New Year's Eve. Each of our taper candles is hand-dipped using the same time-honored methods from colonial days, continuing a tradition we've proudly preserved since 1974. Bring a piece of history into your home this holiday.
• •Headline: The True Scent of Bayberry. Body: Experience the authentic fragrance of early American tradition. Our 8-inch tapers are crafted from genuine bayberry wax, hand-dipped on an antique 1850s carousel. The result is a clean, long-burning candle with a subtle, spicy aroma perfect for quiet evenings and festive gatherings alike.
• •Headline: Carrying the Flame of Tradition Since 1974. Body: Helsher House was founded not just to make candles, but to preserve a story. We carry on the three-century-old bayberry tradition, once reserved for America's historical museums, now brought directly to your family. Each candle is a testament to the hands that made it and the history it represents.
• •Headline: A Wish for Prosperity. Body: "A bayberry candle burned to the socket, brings food to the larder and gold to the pocket." Thank you for making our handcrafted candles a part of your tradition. We hope they bring light, warmth, and good fortune to your home.
• •Headline: More Than Wax and Wick: The Art of Hand-Dipping. Body: In an age of automation, we choose to honor the past. Our candles take shape on a cast-iron dipping carousel from the 1850s, where each layer of wax is patiently applied by hand. This historic process ensures that every candle is unique, carrying with it the legacy of true American craftsmanship.