Brand Tone

Elegant, Warm, and Artisanal

Brand Values

• •Quality & Craftsmanship
• •Aesthetic & Design
• •Sustainability & Ethical Sourcing
• •Passion & Heritage

Best Practices

• •Lead with a Sensory Experience: Use descriptive and evocative language that appeals to the senses—smell, touch, and sight. Describe the texture of a ceramic vessel, the glimmer of a gold chain, or the complex notes of a fragrance.
• •Maintain an Elegant and Refined Vocabulary: Choose words that reflect the luxury positioning of the brand. Use terms like "curated," "bespoke," "artisanal," and "olfactory" to elevate the copy.
• •Always Weave in the Brand Story: Subtly remind your audience of the brand's origins—the sister founders, their design backgrounds, and the handcrafted nature of the products. This reinforces authenticity and warmth.
• •Highlight Quality and Sustainability: Consistently mention the premium and eco-conscious materials used. This not only appeals to a conscious consumer but also justifies the premium price point and builds trust.
• •Engage with Warmth and Professionalism: In all communications, from social media captions to customer service emails, maintain a tone that is both approachable and professional. Address customers and followers with respect and gratitude to foster a sense of community around the brand.

Social Perception

Mo & Mel is perceived by engaged followers as a high-quality, aesthetically pleasing, and aspirational local business. For the general public, it's seen as a niche, luxury home fragrance and accessory company, conveying trustworthiness and exclusivity due to its clean branding and professional online presence.

Copy Examples

• •Introducing 'First Light'—our newest olfactory expression. Hand-poured in our Auckland studio, this candle blends notes of crisp linen and white tea to capture the serene promise of a new day. Encased in a handcrafted ceramic vessel, it's more than a scent; it's a morning ritual. Illuminate your space with intention.
• •Adorn yourself with art. Our new collection of waterproof rings is designed for the modern woman who values both elegance and endurance. From our studio to your hands, each piece is a testament to timeless design and meticulous craftsmanship. Discover the collection via the link in our bio.
• •From the soy wax in our candles to the hands that shape our jewelry, every Mo & Mel creation is a celebration of thoughtful design and sustainable practices. We believe in beauty that is both seen and felt, and in products made with passion and integrity. Thank you for supporting our journey.
• •A little something from us to you. For a limited time, enjoy complimentary shipping on all orders. It's the perfect opportunity to welcome a new Mo & Mel piece into your home or to gift a loved one a touch of handcrafted luxury. Find your new favorite today.
• •Mo & Mel was born from a shared love for design, a passion for scent, and the bond between two sisters. With backgrounds in architecture and graphic design, we pour our hearts (and the finest soy wax) into every piece we create. We're so grateful to share our vision with you.