Brand Tone

Caring, therapeutic, and authentic, with a personal, empathetic, educational, accessible, and grounded voice. It conveys tranquility and trust.

Brand Values

• •Natural and Pure: Use of 100% pure essential oils and natural ingredients, free from synthetics, toxins, parabens, and mineral wax.
• •Health and Well-being: Promoting mental and physical health, self-care, and stress relief.
• •Affordability and Quality: Offering luxury/artisan aromatherapy products without the high price tag.
• •Family-Run and Ethical: Operating as a small, family-run business with cruelty-free and vegan-friendly products.
• •Effectiveness: Providing tangible benefits and results, such as improved sleep and reduced anxiety.

Best Practices

• •Always connect the product back to the brand's origin story, leading with the 'why' and phrases like 'Born from our family's journey' to reinforce authenticity.
• •Employ therapeutic and empathetic language, using words that evoke feelings of calm, care, and wellness such as 'soothe', 'restore', 'balance', 'peaceful', and 'gentle', as if speaking to a friend in need of support.
• •Consistently highlight the 'Pure & Natural' promise in every relevant piece of copy, reiterating the commitment to '100% pure essential oils', 'toxin-free', and 'vegan & cruelty-free' ingredients, as this is a key differentiator.
• •Balance the perception of 'luxury' with 'affordability' by using descriptive words that convey a premium experience (e.g., 'elegant', 'luxurious', 'artisan') while framing it as accessible, for instance, by mentioning 'affordable luxury' or 'artisan quality without the price tag'.
• •Focus on benefits rather than just features, explaining the tangible outcome and positive impact for the customer (e.g., 'Blended with pure Lavender to quiet the mind and encourage restful sleep' instead of just 'Contains Lavender').

Social Perception

Lock & Latch is perceived very positively by customers, who consistently praise product efficacy (improving sleep, reducing anxiety), superior scent quality and strength, excellent value for money (offering luxury at an affordable price), and strong brand trust and loyalty stemming from its authentic personal story and ethical, family-run business model.

Copy Examples

• •Overwhelmed by the noise of modern life? It’s time to press pause. Our signature Uplift blend was born from our own family’s journey to find calm amidst chaos. Infused with Bergamot, Lemongrass, and Ginger, it’s more than a scent—it’s a ritual to help you relax, de-stress, and reset. Bring the spa home. #LockAndLatch #PauseAndReset #NaturalWellbeing
• •A racing mind shouldn't be part of your bedtime routine. Our Slumber Room Spray is a 100% natural, vegan blend of pure essential oils designed to calm, soothe, and guide you into a deep, natural sleep. Created from personal experience, for real results. Reclaim your rest with Lock & Latch.
• •Each melt is a small promise of peace. Hand-poured and infused with the highest quality Neroli essential oil, our wax melts are crafted to dissolve the day's tensions. We leave out all synthetic fragrances and toxins, so all you breathe in is pure tranquility. Perfect for moments when you need to find your center. Vegan, cruelty-free, and authentically therapeutic.
• •Feeling stressed? This is our story (and your solution).
• •Therapy in a Bottle. Artisan Aromatherapy, Honestly Priced. Our family’s journey to wellness is at the heart of every blend we create. Discover 100% natural, vegan, and cruelty-free products made to help you find your calm.