Brand Tone

aspirational, spiritual, and accessible

Brand Values

• •Well-being and Positive Energy
• •Quality and Craftsmanship
• •Customer Connection and Community
• •Aesthetic Beauty

Best Practices

• •Lead with Emotion and Benefit, Not Just Features: Instead of saying "This is a 2kg salt lamp," start with the feeling: "Anchor your space with the warm, grounding glow of our Himalayan Salt Lamp." Always connect the product back to the core values of well-being, peace, and positive energy.
• •Use a Sensory and Evocative Vocabulary: Incorporate words that appeal to the senses and align with the spiritual theme. Use terms like radiant, serene, cleansing, tranquil, grounding, vibrant, harmonious, and sanctuary. This maintains the aspirational and calming tone.
• •Maintain an Accessible Voice on Social Media: Continue using a friendly, engaging tone with emojis on platforms like Instagram and Facebook. Ask questions, encourage user-generated content (e.g., "Show us how you illuminate your space!"), and respond to comments with warmth. This makes the brand feel personal and relatable.
• •Tell the Story Behind the Products: Briefly mention the "why" behind an item. For crystals, mention their perceived healing properties (e.g., "Amethyst for clarity and calm"). For handcrafted items, emphasize their local origin. This storytelling adds depth and reinforces brand values.
• •Ensure Consistency Across All Touchpoints: The spiritual, calming, and high-quality tone from the website and Instagram should carry through to every customer interaction, including email confirmations, shipping notifications, and packaging inserts. A small, branded card in each order that says "Thank you for bringing our light into your home" can reinforce the brand's message offline.

Social Perception

Positive, centered on product quality and unique niche, with high customer satisfaction, valued for scent and ambiance, and perceived as a local, handcrafted business.

Copy Examples

• •Headline: Open your heart and home. ✨ Body: Introducing our hand-selected Rose Quartz Lamp. More than just a beautiful light, it's a beacon of unconditional love and peace. Let its gentle, warm glow soothe your spirit and fill your space with calming energy. Tap to illuminate your sanctuary. #IlluminateOfficial #RoseQuartz #CrystalHealing #NZEnergy
• •Headline: Your daily ritual, reimagined. Body: Feeling stressed or drained? It's time to reclaim your space. Our Selenite Cleansing Towers are designed to purify your home's energy, creating a haven of clarity and peace. Handcrafted in New Zealand, for your mind, body, and soul. Shop now for a more tranquil tomorrow.
• •Headline: Find Your Center. Body: Inhale peace, exhale noise. Our Meditation candle is a carefully crafted blend of calming lavender, grounding sandalwood, and clarifying frankincense. Made from 100% natural soy wax, it provides a clean, slow burn for your moments of reflection. Light it to transform any room into a serene retreat, perfect for yoga, meditation, or simply unwinding after a long day.
• •Headline: New Arrivals to Elevate Your Everyday. Body: Hello [Customer Name], we believe your home should be your sanctuary. That's why we've curated a new collection of energetic decor designed to bring balance and beauty into your life. Discover our new Crystal Infused Water Bottles and protective Evil Eye decor, each piece chosen to help you illuminate your path and protect your peace. Explore the collection.
• •Text on screen: Don't just light your room. Text on screen: Illuminate your energy. Text on screen: Handcrafted in NZ to bring you peace. Caption: Create your vibe. ✨ #HomeDecor #SpiritualWellness #NZMade