Brand Tone

Conscious and Purpose-Driven; serious, informative, confident, direct, professional, and sincere, aiming to educate on environmental benefits.

Brand Values

• •Sustainability
• •Health and Cleanliness
• •Scandinavian Aesthetics
• •Innovation
• •Transparency

Best Practices

• •Lead with Purpose: Always connect the product back to the core mission of sustainability and decarbonization. Whether writing a product description or a social media post, the "why" behind the candle should be present.
• •Use Educated Language: Employ clear, informative, and confident language. Terms like "plant-based," "biodegradable," "rapeseed wax," and "clean burning" are powerful keywords that reinforce the brand's identity.
• •Embrace Scandinavian Simplicity: Let the copy reflect the design philosophy. Be direct, uncluttered, and honest. Avoid overly ornate, humorous, or casual language that would clash with the "simple and aesthetic" value.
• •Focus on "Conscious Choice": Frame the purchase not just as a transaction, but as a deliberate and positive decision for the consumer's health and the environment. Use empowering phrases like "Choose cleaner," "Join the movement," or "Make a conscious choice."
• •Maintain Visual and Textual Harmony: Ensure all marketing materials—from the website to future social media posts—use a consistent visual style (clean, minimalist photography) that complements the purpose-driven tone of the copy.

Social Perception

Limited and primarily shaped by the brand itself due to minimal public conversation. Perceived as a niche, premium, and environmentally-focused company, positioned as an innovative newcomer in the sustainable market, especially after its participation in Venture Cup STARTUP 2024.

Copy Examples

• •Breathe easy. Our candles are crafted from 100% Swedish rapeseed wax, ensuring a clean burn with minimal soot. Illuminate your home without compromising your air quality. Pure green illumination for a pure living space.
• •Light a candle, not a chemical. Pinja Candles are plant-based, vegan, and fully biodegradable. Make a conscious choice for your home and the planet.
• •The essence of Scandinavian design, captured in a candle. With its simple, aesthetic form and clean, steady flame, this unscented pillar candle adds a touch of tranquil elegance to any interior.
• •We are on a mission to decarbonize candles. Traditional candles come at a cost to our environment. At Pinja, we combine Scandinavian style with a passion for sustainability to create beautiful, plant-based candles that leave no impact. Join us in choosing a brighter, greener future.
• •Subject: The future of candlelight is here. And it's green. Forget paraffin. Forget waste. Our candles burn long and clean, crafted from renewable rapeseed for a truly sustainable glow. Discover the difference a plant-based candle can make.