Brand Tone

Personal, creative, and consciously-minded. The language is warm, inviting, and appreciative, with an educational element, positioning the brand as transparent and trustworthy. The overall tone is one of passion for interior design, creativity, and sustainability.

Brand Values

• •Handmade & Curation
• •Sustainability & Eco-Friendliness
• •Creativity & Personal Expression
• •Authenticity & Transparency
• •Personal Passion

Best Practices

• •Lead with Passion and Personality: Always infuse the copy with the personal story of the brand. Use "I" and "my" when referring to Floor's creative process to maintain the heartfelt, small-business feel. For example, instead of "The products are selected," use "I carefully select each product."
• •Emphasize "Handmade" and "Unique": Consistently use terms like "handmade," "one-of-a-kind," and "unique" to reinforce the value proposition. Frame any imperfections as positive attributes that add to the charm and authenticity of the products.
• •Highlight Sustainability at Every Opportunity: Mention the use of vegan, eco-friendly materials like rapeseed wax in product descriptions, social media posts, and ads. This is a key differentiator and appeals to conscious consumers. Explain why it's sustainable (e.g., "produced in Europe for a smaller carbon footprint").
• •Use Warm, Creative, and Inviting Language: The tone should feel like a friend sharing their passion. Use words like "cozy," "create," "inspire," "dream," and "spice up." Keep the language accessible and friendly, avoiding overly corporate jargon.
• •Tell a Story: Whether it's the story of the brand's origin, the inspiration behind a new product, or the creative process in a workshop, use storytelling to build an emotional connection with the audience. This makes the brand more memorable and relatable than just listing product features.

Social Perception

Highly positive, particularly centered around its workshops and products. Customer reviews for workshops are overwhelmingly positive, describing the experience as "fun" and "cozy," and praising the founder. Products are perceived as beautiful, unique, and eye-catching, with emphasis on being handmade, vegan, and eco-friendly. The online presence is cohesive and aesthetically pleasing. The perception is that of a small, passion-driven business offering high-quality, aesthetically pleasing, and sustainable products with a personal touch.

Copy Examples

• •Your daily coffee ritual, now in a candle. ✨ Meet our new Iced Latte candle, hand-poured with sustainable rapeseed wax. It’s the perfect way to add a little 'spice' to your shelf and a lot of cozy to your home. Tap to bring this unique piece of art into your space.
• •Unleash Your Inner Creator. Join our candle-making workshop and learn the art of creating beautiful, sustainable candles. Perfect for a day out with friends or a unique gift. Book your spot now and let's get creative!
• •Your home should tell your story. At Hustle & Spice, we curate and create unique, handmade pieces that add personality and warmth to any room. From our iconic torso candles to one-of-a-kind wall decor, find the treasures that make your space truly yours. Shop our sustainable collection today.
• •Go a little wild. Our Zebra Ball Candle is for those who aren't afraid to stand out. Each candle is handmade with love from eco-friendly European rapeseed wax, meaning no two are exactly alike. Embrace the charm of imperfection and let this piece become a conversation starter in your home.
• •The secret ingredient to a perfect interior? A little bit of hustle, and a whole lot of spice. Discover our collection of handmade, sustainable home accessories that are designed to inspire.