Brand Tone

Warm, Authentic, and Passionate

Brand Values

• •Sustainability & Eco-Consciousness
• •Handmade & Unique Quality
• •Health & Well-being
• •Vegan & Cruelty-Free
• •Coziness & Ambiance ("Gezelligheid")

Best Practices

• •Always circle back to the core concept of creating a cozy, warm, and inviting atmosphere. Use sensory language that evokes comfort, warmth, and pleasant memories.
• •Weave Melissa's personal story and inspiration into your communication. This authenticates the brand's mission and builds a personal connection with the audience that separates it from generic competitors.
• •Consistently mention that the products are handmade in their specific location. This highlights the unique, artisanal quality and creates a sense of place and craftsmanship.
• •Don't just state the brand is "natural" or "sustainable." Explain what that means: "100% plant-based," "CO2-neutral shipping," "no synthetics." This builds trust and educates the consumer, reinforcing the brand's authority and integrity.
• •Write as if you are speaking to a friend. Use words like "your space," "your sanctuary," and "we" to create a sense of community. Engage with customer reviews and user-generated content to show appreciation and foster a loyal following.

Social Perception

High-Quality & Artistic, Trustworthy & Excellent Service, Ethical & Responsible, Personal & Relatable

Copy Examples

• •Welcome the quiet moments. Introducing 'Heren Hout', our newest scent designed to wrap your space in warmth. Hand-poured in Antwerp with 100% natural soy wax and earthy botanicals. It’s more than a fragrance; it's a feeling of coming home. Tap to bring healthy, handmade coziness into your sanctuary. #MeltzAntwerp #HandmadeInAntwerp #VeganCandles #SustainableLiving #Gezelligheid
• •You shouldn't have to choose between a beautiful scent and a healthy home. At Mel'tz Antwerp, we handcraft each candle with 100% plant-based ingredients—no paraffin, no synthetics, no cruelty. Just pure, natural coziness, delivered to your door with a 100% CO2-neutral footprint. Discover your new favorite scent today.
• •Written in the Stars. Crafted by Hand. Our Zodiac Collection pairs unique fragrances with sparkling gemstones to capture the essence of your sign. Each candle is a unique piece of art, lovingly handmade in our Antwerp atelier. Find your sign and illuminate your space.
• •Hi [Customer Name], Melissa here. I was reminded this week of why I started Mel'tz Antwerp. It all began with memories of my grandmother's home, always filled with the warm glow of candles. I wanted to bring that same 'gezelligheid' to you, but in a way that's sustainable and healthy. Every time you light one of our candles, know that it was made with passion, natural ingredients, and a deep respect for our planet. Thank you for being a part of this journey. With warmth, Melissa.
• •Capture the scent of a sun-drenched garden in full bloom. Our 'Bloesem' candle is a delicate dance of fresh florals and clean air, designed to uplift and refresh your space. Lovingly hand-poured using natural soy wax and the finest plant-based oils, it offers a clean, long-lasting burn. Perfect for brightening your living room or creating a spa-like feel in your bathroom. Free from synthetics, always vegan, and uniquely yours.