Brand Tone

Calm, Trustworthy, and Sophisticated

Brand Values

• •Sustainability & Eco-Consciousness
• •Health & Well-being
• •Ethical Production
• •Quality & Luxury
• •Authenticity

Best Practices

• •Develop a Brand Voice Chart: Create an internal document that defines the brand's personality with "We are..." and "We are not..." columns. For Phajoux: "We are Calm, Natural, Mindful, Sophisticated" vs. "We are not Loud, Hype-driven, Clinical, Cheap."
• •Create a Core Vocabulary List: Identify and consistently use a set of on-brand words. For Phajoux, this includes terms like: Harmony, Sanctuary, Pure, Natural, Handcrafted, Sustainable, Well-being, Tranquility, Serene, Botanical, Essence.
• •Prioritize "You" over "We": Frame copy to focus on the customer's benefit and experience. Instead of "We created a relaxing candle," use "Find your moment of calm with a candle made to soothe your senses."
• •Maintain Visual and Textual Harmony: Ensure the calm, minimalist aesthetic of the visuals is always matched by the gentle, sophisticated language of the copy. An aggressive, sales-heavy caption would clash with a serene product photo.
• •Audit All Customer Touchpoints: Apply the brand tone consistently across all platforms—from website copy and social media captions to customer service emails and even packaging inserts. A thank you note should feel as calming and appreciative as an Instagram post.

Social Perception

Based on the available information, the perception of Phajoux among its direct customers appears to be positive, with testimonials praising the product quality and effectiveness. However, its public visibility is low, meaning it has not yet established a broad social perception beyond its immediate customer base. The primary challenge for the brand is to expand its reach and build trust in a crowded online marketplace where consumers are inherently cautious.

Copy Examples

• •Breathe in tranquility, breathe out the day. Our Onyx scented candle is hand-poured with 100% natural wax, filling your space not with toxins, but with pure, calming aroma. Light a moment for yourself. #Phajoux #NaturalWellness #HandmadeCandles #EcoLuxury #MomentOfPeace
• •An Invitation to Harmony | Discover Our New Botanical Diffusers
• •Pure Scents, Honest Origins. Experience the art of relaxation with Phajoux. Handcrafted, sustainable, and kind to your home.
• •Your home is your sanctuary. Why fill it with anything but the best? Phajoux offers luxurious, handmade home fragrances that are 100% natural, cruelty-free, and sustainably made. Feel the difference of pure, non-toxic scents. Shop our collection for a healthier, more harmonious home.
• •Unwind the threads of a stressful day with our Amber Noir wax melts. Each cube is a carefully crafted blend of pure, natural wax and soothing botanical essences. Free from paraffins and phthalates, it’s a clean, serene way to envelop your senses in warmth and calm. Simply place in your warmer and let peace fill the room.