Brand Tone

Elegant & Sophisticated, Warm & Inviting, Aspirational & Lifestyle-Oriented, Passionate & Authentic, Friendly & Approachable

Brand Values

• •Quality
• •Australian Made/Heritage
• •Aesthetic Appeal & Design
• •Sensory Experience & Well-being
• •Sustainability
• •Customer Connection & Gifting
• •Passion for Fragrance

Best Practices

• •Embrace Sensory Language: Use vivid and evocative words that appeal to the senses (especially smell, sight, and touch) to describe the fragrances, textures, and the ambiance the products create. Words like "luminous," "velvety," "crisp," "enveloping," "radiant."
• •Highlight Australian Craftsmanship & Origin: Consistently weave in the brand's Australian heritage and the care taken in its in-house perfumery in the Southern Highlands. This reinforces authenticity and quality.
• •Focus on the "Why" - Emotion and Experience: Go beyond product features to communicate the emotional benefits and experiences Peppermint Grove offers – creating memories, uplifting spirits, transforming a house into a home, moments of self-care.
• •Maintain an Elegant Vocabulary with a Warm Undercurrent: Use sophisticated language that reflects the luxury nature of the brand, but balance it with warm, inviting, and friendly phrasing to remain approachable and connect with the desire for comfort and well-being.
• •Showcase Versatility and Gifting Appeal: Emphasize how the products can enhance various aspects of life, from personal pampering to creating a welcoming environment for guests, and their suitability as thoughtful, beautiful gifts, mentioning personalization options where appropriate.

Social Perception

Positive, Luxurious yet Attainable, Gift-Worthy, Associated with Ambiance and Comfort, Australian Identity

Copy Examples

• •Headline: Elevate Your Everyday. Discover the Art of Australian Fragrance. Body: Immerse yourself in the luxurious scents of Peppermint Grove. Each fragrance, handcrafted in the Southern Highlands of New South Wales, is an invitation to transform your space and uplift your spirit. Experience the beauty of home.
• •Headline: The Scent of Memories. The Glow of Home. Body: Our exquisite candles, poured in custom-designed faceted glass, do more than illuminate a room—they evoke cherished moments and create new ones. Find your signature Peppermint Grove story.
• •Headline: Gift Elegance. Share Warmth. Body: Looking for a gift that speaks volumes? Peppermint Grove offers a touch of timeless sophistication, from our fragrant diffusers to our nourishing bath & body care. Beautifully Australian, undeniably luxurious. Personalise your gift for an unforgettable touch.
• •Headline: From Our Highlands Home to Yours. Body: Inspired by the captivating beauty of the Australian landscape, our fragrances are a daily indulgence. Lovingly made with the finest ingredients, Peppermint Grove brings a whisper of nature's elegance into your sanctuary.
• •Headline: Beyond Fragrance. An Atmosphere. Body: It’s more than just a scent; it’s the feeling of welcome, the essence of comfort, the signature of your home. Curate your perfect ambiance with Peppermint Grove’s collection of diffusers, candles, and personal care.