Brand Tone

Elegant and Sophisticated, Warm and Approachable, Artisanal and Passionate, Conscious and Caring

Brand Values

• •Quality Craftsmanship
• •Natural and Sustainable
• •Ethical Practices
• •Sensory Experience
• •Local and Personal
• •Elegance and Aesthetics

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of Lume Sydney's tone (elegant, warm, artisanal, conscious) with examples of "do's and don'ts" for language, sentence structure, and vocabulary. This ensures anyone writing for the brand stays aligned.
• •Focus on Sensory Language: Consistently use rich, evocative descriptions that appeal to the sense of smell, but also touch (e.g., "velvety smooth wax") and sight (e.g., "gentle, flickering glow"). Emphasize the experience and mood the candles create.
• •Highlight Core Values Regularly: Weave in mentions of "hand-poured," "natural soy wax," "eco-friendly," "vegan," "female-led," and "Sydney-based" naturally within product descriptions, social media posts, and stories. This reinforces what the brand stands for.
• •Maintain Visual and Textual Harmony: Ensure the copy complements the elegant and minimalist aesthetic of the brand's visuals. The language should feel as refined and carefully chosen as the product design and photography.
• •Engage Authentically: When interacting with customers on social media or in email responses, maintain the warm, approachable, yet professional tone. Personalize responses where possible and address queries with the same care put into crafting the candles.

Social Perception

High-Quality Products, Aesthetically Pleasing, Eco-Conscious Choice, Support for Small Business, Trustworthy and Authentic, Associated with Self-Care and Ambiance

Copy Examples

• •Instagram Post (New Scent Launch): Introducing 'Coastal Driftwood' – our newest olfactory journey. Imagine salty air, sun-warmed timber, and a whisper of wild herbs. Hand-poured in Sydney to bring the serene essence of the coast to your sanctuary. ✨🌿 Discover the calm. #LumeSydney #NewCollection #CoastalLiving #HandPouredWithLove #SoyCandlesAustralia
• •Website Product Description (for a floral candle): Immerse yourself in the tender embrace of 'Velvet Peony'. Each note is a delicate bloom, hand-poured with natural soy wax to fill your space with an air of sophisticated romance. Ethically crafted, beautifully fragrant. Perfect for moments of quiet indulgence.
• •Email Newsletter Subject Line (Promotion): A Little Lume Luxury: Enjoy 15% Off Your Next Sensory Escape. *Body Excerpt:* Dear [Customer Name], At Lume Sydney, we believe in crafting moments of beauty and tranquility. This week, allow us to illuminate your world with a special offer on our artisanal soy candles...
• •Facebook Ad (Brand Awareness): Transform your home into a haven with Lume Sydney. ✨ Hand-poured soy candles, crafted with passion in the heart of Sydney. Vegan, eco-friendly, and divinely scented. Discover your signature fragrance today and support a small, female-led business. Shop Now -> [Link]
• •"About Us" Snippet (for a feature): More than just candles, Lume Sydney is a celebration of mindful moments and artisanal craftsmanship. Born from a passion for fine fragrances and sustainable living, our small, female-led team in Sydney meticulously hand-pours each soy candle, infusing your spaces with warmth, elegance, and a touch of nature's best. We're dedicated to eco-friendly practices and scents that tell a story.