Brand Tone

Elegant & Sophisticated, Warm & Inviting, Sensory & Evocative, Passionate & Authentic, Helpful & Informative

Brand Values

• •Quality Craftsmanship: "Hand-poured in London," "finest quality soy wax," "premium fragrance oils."
• •Sensory Experience: Creating products that enhance mood, evoke memories, and transform spaces through scent.
• •Natural & Mindful: Use of soy wax (often marketed as a cleaner, more natural alternative to paraffin). Focus on well-being and creating calming or uplifting environments.
• •Elegance & Aesthetics: A clear appreciation for beautiful presentation, from the product itself to the packaging and online imagery.
• •Customer Connection & Satisfaction: Implied through attentive product descriptions, responsive social media, and showcasing positive customer feedback.
• •Passion & Personal Touch: Stemming from the founder's story and the small-batch nature of the products.

Best Practices

• •Develop a Brand Voice Chart: Create an internal document that explicitly defines the brand's tone (e.g., "Elegant but Warm," "Sensory and Evocative," "Not overly casual, avoid slang"). Include lists of "words we use" and "words we avoid." For Mariposa, this would include words like "luxury," "exquisite," "hand-poured," "artisan," "natural soy," "olfactory," "ambiance," "tranquil," "evoke," while avoiding overly technical jargon or overly aggressive sales language.
• •Focus on Sensory Language: Consistently use rich, descriptive adjectives and verbs that appeal to the sense of smell, sight (of the candle and flame), and the emotions associated with scents (e.g., "a comforting whisper of vanilla," "a crisp burst of coastal air," "envelops you in a soft cashmere glow").
• •Tell a Story (Even in Short Copy): Whether it's the story of a particular scent's inspiration, the founder's journey, or how a customer might experience the product, narrative elements create connection. Highlight the "hand-poured in London" aspect and the personal touch.
• •Maintain Elegance in Simplicity: While descriptive, the language should remain clear, concise, and sophisticated. Avoid clutter or overly flowery prose that could detract from the core message of quality and refined experience. Ensure grammar and spelling are impeccable to uphold the luxury image.
• •Align Visuals and Text: Ensure that the tone of the copy perfectly complements the brand's visual identity. For Mariposa, the elegant, clean photography is a strong asset; the copy should match this level of sophistication and aesthetic appeal. The words should feel like they belong with the images.

Social Perception

Positive (among those who have interacted), Niche & Boutique, Trusted for Quality, Visually Appealing, Limited Mainstream Awareness (Potentially)

Copy Examples

• •Instagram Post (New Scent Launch): Image: A beautifully styled shot of the new candle. Copy: "Introducing 'Evening Embrace' – our latest olfactory dream. Hand-poured in London with creamy soy wax, this exquisite blend of amber, sandalwood, and a whisper of lavender invites you to unwind and savour the tranquil moments. Illuminate your evenings with a touch of Mariposa luxury. ✨ #MariposaCandles #EveningEmbrace #LuxuryScents #HandPouredInLondon #SoyCandles #NewLaunch #HomeSanctuary" Tone Used: Elegant, Sensory, Warm.
• •Product Description (Website - for a zesty, uplifting candle): Headline: Uplift Your Day with 'Citrus Grove' Body: "Awaken your senses and brighten your space with our 'Citrus Grove' scented soy candle. A vibrant symphony of zesty bergamot, sun-kissed grapefruit, and delicate neroli, meticulously hand-poured to infuse your home with pure, uplifting energy. Crafted from the finest natural soy wax for a clean, enduring burn. Let the light in." Tone Used: Sensory, Evocative, Elegant, (subtly) Natural.
• •Email Subject Line (Promotion): "Indulge Your Senses: A Gift from Mariposa Awaits You" OR "Create Your Cosy Haven: Discover Our Autumn Collection" Tone Used: Warm, Inviting, Elegant.
• •"About Us" Snippet (Website/Social Media Bio): "Mariposa Candles: Crafting moments of beauty and tranquility, one hand-poured soy candle at a time. Born from a passion for exquisite home fragrance, we create luxury scents in London, designed to transform your space and soothe your soul. Discover the art of scent." Tone Used: Passionate, Elegant, Authentic, Sensory.
• •Blog Post Title / Social Media Teaser: Title: "Beyond the Flame: How Scent Shapes Your Home & Well-being" Teaser Copy: "Ever wondered why certain scents make you feel instantly at home? Dive into the magic of fragrance with us and explore how our hand-poured soy candles can do more than just light up a room—they can transform your entire atmosphere. Read more on the blog. #MariposaMoments #ScentedWellbeing #HomeFragrance #SoyWaxMagic #ArtOfScent" Tone Used: Informative, Warm, Engaging, Passionate.