Brand Tone

Serene & Evocative, Authentic & Grounded, Elegant & Minimalist, Storytelling-driven, Warm & Inviting

Brand Values

• •Nature & Icelandic Heritage
• •Quality & Craftsmanship
• •Well-being & Sensory Experience
• •Authenticity & Simplicity
• •Sustainability (implied)

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key characteristics of your brand's tone (e.g., adjectives like "serene," "evocative," "authentic"), preferred vocabulary (and words to avoid), sentence structure (e.g., favor descriptive, flowing sentences over abrupt ones), and examples of on-brand and off-brand copy.
• •Immerse in Icelandic Inspiration: Continuously draw from the core inspiration – Icelandic nature, folklore, tranquility. Use evocative language that paints a picture and appeals to the senses, reflecting the landscapes and moods of Iceland.
• •Prioritize Authenticity and Storytelling: Share the genuine stories behind the scents, the brand's origins, or the connection to Icelandic traditions. Avoid overly salesy or generic marketing language. Let the unique narrative shine.
• •Focus on Sensory Language: Since the products are scent-based, use rich, descriptive words that help the audience imagine the smells, the feelings they evoke, and the environments they transport one to (e.g., "crisp," "smoky," "wild," "dew-kissed," "earthen").
• •Maintain Visual & Textual Harmony: Ensure the copy complements the minimalist, natural, and elegant visual identity. The words should feel like a natural extension of the images and the overall aesthetic presented on the website and social media. Keep it clean, uncluttered, and thoughtful.

Social Perception

High-Quality & Unique, Aesthetically Pleasing, Authentically Icelandic, Evocative & Calming, Gift-Worthy

Copy Examples

• •Instagram Post (Image: Candle flickering in a cozy, minimalist living room with a window view of a misty landscape): Breathe in the silence of an Icelandic morning. Our 'Fjallagrös' candle, a whisper of wild moss and crisp mountain air, invites tranquility into your sanctuary. Discover the scent of stillness. #ÍLMcandles #IcelandicCalm #HomeSanctuary #ScentedStories
• •Facebook Ad (Carousel showing different candle scents and reed diffusers): Headline: Experience Iceland, One Scent at a Time. Body: From the mystical allure of the Northern Lights to the earthy embrace of ancient forests, ÍLM captures the soul of Iceland in every handcrafted candle and diffuser. Made with natural waxes and unique fragrance blends. Which Icelandic story will you bring home? Button: Explore Our Collections
• •Product Description (for a new scent, e.g., "Hafkönnun" - Sea Exploration): Embark on a sensory voyage with Hafkönnun. Crisp sea salt mingles with the mineral tang of coastal cliffs and a hint of distant driftwood. This is the invigorating breath of the North Atlantic, captured to refresh your space and stir your spirit of adventure. Light it and let the Icelandic tides flow through your home.
• •Email Newsletter Snippet (Subject: Find Your Moment of Icelandic Peace): In a world that rushes, ÍLM offers a gentle pause. Our handcrafted scents are more than just fragrances; they are invitations to reconnect, to find warmth, and to infuse your everyday with the serene spirit of Iceland. Explore our latest arrivals and let nature's calm envelop you.
• •Website Banner Text: ÍLM: Handcrafted Icelandic Scents. Weaving Nature's Poetry into Your Home.