Brand Tone

authentic, warm, and aspirational, with a down-to-earth approach

Brand Values

• •Handmade Quality & Craftsmanship
• •Natural & Ethical Ingredients
• •Sustainability & Eco-consciousness
• •Travel-Inspired & Evocative Scents
• •Simplicity & Classic Design
• •Wellbeing & Self-Care
• •Independent & British Made

Best Practices

• •Storytelling: Weave the brand's origin story, founder's passion, and travel inspirations into product descriptions, social media posts, and "About Us" sections to maintain authenticity and connection.
• •Sensory Language: Use evocative and descriptive words that appeal to the senses (smell, sight, touch, emotion) to describe the fragrances and the experience of using the products.
• •Emphasize Values: Consistently highlight core values like "handmade," "natural," "vegan," "sustainable," and "travel-inspired" in all communications.
• •Visual Consistency: Ensure that all imagery and visual content aligns with the brand's warm, natural, and slightly rustic-chic aesthetic seen on the website and Instagram.
• •Engaging & Approachable Voice: Maintain a friendly, warm, and slightly aspirational yet down-to-earth tone in customer interactions, social media captions, and email marketing. Avoid overly technical jargon and focus on the benefits and feelings the products evoke.

Social Perception

Hobo + co. is perceived by customers as a high-quality, ethical, and aesthetically pleasing brand that offers beautiful and effective home fragrance and self-care products. Customers value the natural ingredients, the unique and long-lasting scents, and the brand's commitment to sustainability. The handmade aspect and the founder's story resonate well, creating a sense of connection and trust. Retailers also view the brand positively, highlighting the quality and appeal of the products.

Copy Examples

• •Wanderlust in a Wick. Our [Candle Name] candle, hand-poured in Lincolnshire, blends [Scent Note 1] and [Scent Note 2] to transport you to [Evocative Place/Feeling]. Crafted with 100% natural soy wax for a clean, mindful burn. #HoboAndCo #TravelInspiredScents
• •Embrace the art of slowing down. Unwind with our 'Rest' aromatherapy bath salts, a soothing blend of [Essential Oil 1] and [Essential Oil 2]. Ethically sourced, vegan, and designed to transform your bath into a sanctuary. #SelfCareJourney #NaturalWellbeing
• •From our hands to your home. Each Hobo + co. diffuser is lovingly crafted with sustainable ingredients and scents inspired by the wild. Bring the essence of [Nature Inspiration, e.g., 'a forest walk'] into your space. #HandmadeHomeFragrance #EcoLuxury
• •The perfect gift for the soul that wanders. Our travel-tin candles are designed to bring your favourite calming Hobo + co. scent wherever life takes you. Where will your [Scent Name] tin accompany you? #ScentedSanctuary #EthicalGifting
• •Simple pleasures, consciously crafted. Discover the Hobo + co. difference – natural soy wax, captivating fragrances inspired by Rachael's travels, and a deep commitment to sustainable, cruelty-free practices. Light a candle, create a moment. #MindfulLiving #BritishMade