Brand Tone

empowering, mystical, and inclusive

Brand Values

• •Authenticity
• •Self-Expression
• •Spirituality & Personal Growth
• •Community
• •Quality and Craftsmanship

Best Practices

• •Use Empowering Language: Utilize words and phrases that inspire confidence and personal power, such as "unleash," "embody," "transform," and "your path."
• •Speak from a Place of Authenticity: Avoid overly commercial or trendy language that could be perceived as disingenuous. The copy should reflect a genuine understanding and respect for the spiritual practices of the customers.
• •Focus on "Why" Not Just "What": Instead of only describing a product's features, explain why it's meaningful. Connect the item to a feeling, a practice, or a belief. For example, instead of "a black candle," use "a black candle for protection and absorbing negativity."
• •Create a Sense of Belonging: Use inclusive language like "our community," "fellow seekers," or "our coven" to foster a sense of community and make customers feel understood and welcomed.
• •Maintain a Mystical but Accessible Tone: While the theme is "magickal," the language should remain clear, accessible, and easy to understand. The goal is to be enchanting without being confusing or alienating.

Social Perception

Customers are drawn to brands that offer high-quality, authentic items that resonate with their personal practice, appreciate a sense of community, and seek expression of their faith. There is also skepticism towards inauthentic brands that capitalize on trends without genuine understanding or respect for the culture.

Copy Examples

• •Adorn yourself with more than just jewelry. Our new collection is crafted with intention, each piece a talisman to echo your inner power. Wear your magic, every day.
• •Your altar is a reflection of your soul. Our new ritual kit provides the sacred tools to deepen your practice and manifest your intentions. Create your sacred space.
• •Don't just wear a design, wear your identity. Our apparel is for the modern witch, the seeker, the individual who walks their own path. Express your spirit, unapologetically.
• •Feel the spark of magic in the everyday. From our comfortable, stylish clothing to our handcrafted altar tools, we're here to help you live a more enchanted life. Welcome to our coven.
• •Step into your power. This robe, made from natural fibers, is designed for comfort and freedom of movement during your most sacred rituals. It's not just a garment; it's a second skin for your spiritual practice.