Brand Tone

cheeky, sophisticated, and approachable

Brand Values

• •Masculine-Centric Quality
• •Storytelling Through Scent
• •Sustainability and Local Production
• •Authenticity and Passion
• •Community and Social Consciousness

Best Practices

• •Always Speak the "Kinda Guy" Language: Consistently use the brand's unique product archetypes ("The romantic kinda guy," "The gym kinda guy") in all marketing copy. This reinforces the brand's core concept of storytelling through scent and creates a fun, relatable shorthand with the audience.
• •Maintain a Cheeky but Sophisticated Voice: The tone should be playful and humorous without sacrificing the premium quality of the brand. Use witty headlines and confident, direct language. Avoid corporate jargon or overly formal phrasing.
• •Weave the Founder's Story In: Periodically remind the audience of the brand's authentic origins. Mentioning that it was created by a founder passionate about filling a market gap adds depth and trustworthiness.
• •Highlight "Australian Made" and "Sustainable": Emphasize the local and sustainable aspects of the products. Phrases like "Hand-poured in the Yarra Valley" or "Made with sustainable materials" appeal to conscious consumers and reinforce the brand's values.
• •Focus on the "Why," Not Just the "What": Instead of just listing scent notes (e.g., "sandalwood and musk"), describe the feeling or identity the scent creates (e.g., "For the risk-taker that embraces the alpha male status"). This connects the product to the customer's self-perception and aspirations.

Social Perception

The public and customer perception of Mr Jasper Says is overwhelmingly positive. Customers frequently praise the unique, masculine scents that are hard to find elsewhere. Reviews often use words like "amazing," "divine," and "gorgeous" to describe the fragrances. The presentation of the products is also highlighted as beautiful, making them popular gifts. The narrative of a founder who turned adversity into a passion project resonates well, and the brand is seen as a high-quality, Australian-made business that successfully fills a niche in the home fragrance market.

Copy Examples

• •Headline: Stop Guessing. Start Gifting. Body: Tired of the same old boring gifts for him? Mr Jasper Says has you covered. Whether he's a "bad boy" or a "nature lover," we've bottled his personality into a scent he'll actually love. Hand-poured in Australia. Shop the 'kinda guy' collection now. Call to Action: Find His Scent.
• •Headline: Introducing #10: The Maverick. Body: For the man who plays by his own rules. A daring blend of spiced bourbon and worn leather. It’s confidence, bottled. Your space, your rules. Call to Action: Unleash The Maverick.
• •Text Overlay: Your Man Cave deserves better than "fresh linen." Caption: Elevate your space with scents as sophisticated as you are. Mr Jasper Says crafts fragrances for the modern man. Tap to explore our earthy, rugged, and unapologetically masculine collections. Sticker: Poll - "What's your vibe? 'The Suit' or 'The Surfer'?"
• •Headline: Still Thinking It Over? Body: Your place is *this* close to smelling incredible. Don't let [Product Name, e.g., "#9 - The bad boy kinda guy"] get away. It was hand-poured just for a guy like you. Complete your order and get free shipping over $150. Call to Action: Claim Your Scent.
• •Headline: Not Just Another Candle Company. Body: Mr Jasper Says started with a simple problem: a world full of fruity, flowery candles and a lack of anything... well, manly. So we created our own. From a passion project in the Yarra Valley to Australia's #1 man candle brand, every scent tells a story. Thanks for being part of ours. Call to Action: Discover Our Story.