Brand Tone

intimate, aspirational, and serene

Brand Values

• •Craftsmanship and Quality
• •Aesthetic and Minimalism
• •Emotional Connection and Well-being
• •Creativity and Inspiration
• •Authenticity and Storytelling

Best Practices

• •Always Lead with Emotion: Start with the feeling, not the feature. Instead of "Our candles are 8oz," say "8oz of pure tranquility." Connect the product to an emotional benefit like peace, inspiration, or comfort.
• •Use Storytelling to Build Connection: Continue to weave the founder's story and the brand's "why" into your copy. People connect with stories more than they connect with products. Share behind-the-scenes moments, the inspiration for a new scent, or what "home" means to you.
• •Maintain a Serene and Elegant Vocabulary: Use a consistent set of keywords that reflect the brand's values. Words like sanctuary, ritual, serene, inspire, handcrafted, minimalist, ambiance, sensory, and well-being should be mainstays in your copy.
• •Speak Directly to the "Creative": Address your target audience directly in your copy. Use phrases like "For the creative soul," "Designed for your moments of inspiration," or "The perfect companion for your journal." This makes your ideal customer feel seen and understood.
• •Keep it Clean and Minimalist: Just like your product design, your copy should be uncluttered and easy to read. Use short sentences, clear paragraphs, and ample white space. Let the message breathe, ensuring the tone remains calm and never feels overwhelming or salesy.

Social Perception

Artisanal and High-End, Founder-Led and Trustworthy, Aesthetically Pleasing and 'Instagrammable', Local and Community-Oriented

Copy Examples

• •Headline: The Art of Simplicity. Poured by hand, for your peace of mind. Body: Introducing our new collection of minimalist candles. Each one is a silent invitation to slow down, breathe deeply, and find the beauty in the quiet moments. Handcrafted with natural soy wax to bring a clean, serene light to your favorite spaces. #MacleConcept #HandmadeCandles #SlowLiving #MinimalistHome
• •Subject: Scent of the Season: Welcome Autumn Inside Body: Crunchy leaves, cozy knits, and the warm glow of a candle. Our new 'Autumn Haze' candle captures the essence of the season with notes of cinnamon, clove, and a hint of cedarwood. It’s more than a fragrance; it's the feeling of home. Shop the scent that brings the outside in.
• •Text: More Than a Candle. It's a State of Being. Subtext: Discover our handcrafted soy wax candles, designed to transform your space and create a personal sanctuary of calm and inspiration.
• •Headline: Your Daily Ritual of Tranquility. Body: In a world that never stops, find your pause button. Macle Concept candles are created for creatives, dreamers, and anyone seeking a moment of peace. Designed in our Cluj workshop with a passion for art and architecture. Find your signature scent today. Call to Action: Shop Now
• •Name: "Morning Coffee" Scented Candle Description: The perfect start to any day. This candle captures the rich, comforting aroma of a freshly brewed coffee, blended with a subtle hint of vanilla. It’s the sensory equivalent of that first warm sip that awakens your senses and focuses your mind. Light it to inspire creativity during your workday or to savor a slow weekend morning.