Brand Tone

Elegant & Sophisticated, Calming & Serene, Aspirational & Lifestyle-Oriented, Personal & Warm

Brand Values

• •Quality Craftsmanship
• •Natural & Conscious
• •Local & Australian Made
• •Creating Atmosphere
• •Simple Luxury

Best Practices

• •Lead with Sensory Language: Always describe the experience first. Use evocative words that appeal to scent, sight, and feeling (e.g., "creamy facets," "warm and comforting," "sharpness of sandalwood").
• •Emphasize Core Values in All Copy: Regularly include phrases like "hand-poured in Perth," "100% natural soy wax," or "consciously crafted" to reinforce the brand's key differentiators.
• •Maintain Visual & Textual Cohesion: Ensure that the elegant, minimalist aesthetic of the photos is matched by clean, uncluttered, and sophisticated copy. The words and images must tell the same serene story.
• •Adopt a "Warm Expert" Persona: When discussing product details or interacting with customers, the tone should be knowledgeable and confident, yet always approachable, friendly, and personal.
• •Focus on the "Why," Not Just the "What": Instead of just describing a candle, describe the moment it creates. It’s not just a "sandalwood candle"; it's the "perfect companion for a quiet evening" or the "scent of an uncluttered mind." This connects the product to the customer's desired lifestyle.

Social Perception

The public perceives lidoandlane as a premium, boutique brand. Customers view the products as high-quality, effective, and beautifully packaged. The brand is seen as trustworthy and is often chosen for gifting, indicating a high level of confidence in its quality and presentation. The narrative is less about being a budget option and more about being a worthwhile investment for home ambiance and self-care.

Copy Examples

• •Light the wick and let go of the day. Our Coastal Driftwood candle is hand-poured with pure soy wax to fill your space with serene notes of sea salt and amber. Transform your home into your sanctuary. #lidoandlane #soycandles #perthmade #selfcare
• •Your weekend ritual is calling. Unwind with a good book, a warm drink, and the gentle flicker of a lidoandlane candle. Handcrafted in Australia for moments of pure tranquility. Discover our scent collections today.
• •Simple Luxury, Consciously Crafted. Experience the difference of 100% natural soy wax, hand-poured with care in Western Australia. Create your perfect atmosphere.
• •Hello [Name], welcome a new sense of calm. Introducing 'Morning Mist,' our latest scent designed to refresh and recenter. With delicate notes of green tea and bergamot, it’s the perfect companion for your morning routine. Shop the new arrival.
• •Evoke the quiet comfort of a library with our 'Leather & Sandalwood' candle. Rich, earthy notes of aged leather are softened by the creamy, warm embrace of sandalwood and a hint of vanilla. A sophisticated scent for reflection and relaxation. Burn time: 50+ hours.