Brand Tone

Warm & Friendly, Conscious & Ethical, Artisanal & Appreciative, Calming & Aspirational, Passionate & Authentic

Brand Values

• •Sustainability
• •Support for Local Artisans
• •Quality & Craftsmanship
• •Conscious Consumerism
• •Kindness & Impact
• •Transparency

Best Practices

• •Emphasize "Handmade" and "Artisan": Consistently highlight that the Potts are hand-thrown by UK artisans and the candles are hand-poured. This reinforces the quality, uniqueness, and a core brand value.
• •Lead with Sustainability: Make the eco-friendly aspect (refillable, natural ingredients, waste reduction) a prominent feature in messaging, appealing to conscious consumers.
• •Use Warm, Personal, and Inclusive Language: Adopt a friendly, approachable tone. Using "we," "us," and directly addressing the customer ("you," "your home") helps build a connection. Incorporating Ailis's voice or story periodically adds authenticity.
• •Focus on Sensory Experience and Emotion: Describe the scents vividly and evoke the feelings of coziness, calm, and wellbeing that the candles provide.
• •Maintain a Positive and Hopeful Outlook: While addressing the problem of waste, focus on the positive solution Pott offers. Frame sustainability as an achievable and beautiful lifestyle choice.

Social Perception

Highly Positive, Eco-Conscious Choice, Gift-Worthy & Premium, Community-Oriented, Trustworthy & Reliable

Copy Examples

• •Instagram Post (Image: A cozy living room scene with a Pott candle lit): Settle into serenity. ✨ Our hand-thrown pottery Potts and natural, fragrant refills are designed to bring warmth and calm to your cherished spaces. Each flicker is a reminder to slow down and embrace the beauty of sustainable living. What scent is making your home cozy tonight? #PottCandles #HandmadeHome #SustainableLuxury #CozyVibes #EcoFriendlyLiving
• •Email Subject Line (for a new scent launch): Ailis x | Fresh from our UK artisans: Discover [New Scent Name]! Email Body Snippet: Hello [Customer Name], I'm so excited to share our latest creation with you! Lovingly hand-poured right here in the UK, our new [New Scent Name] candle refill is a beautiful blend of [key natural ingredients], designed to [desired mood/effect]. It’s all about those small changes making a big impact – and filling your home with gorgeous, natural fragrance. Discover the story behind the scent and support our wonderful local potters. With warmth, Ailis & the Pott Team.
• •Website Product Description (for a specific Pott): Meet your forever Pott. Hand-thrown with care by [Potter's Name/Region if highlighted], this [Colour/Style] ceramic Pott isn't just a candle holder, it's a commitment to beauty and sustainability. Its unique character and timeless design will grace your home for years to come. Simply choose your favourite natural wax refill, light, and enjoy. When it's done? Refill, reuse, and continue the story. #SupportLocalArtisans #RefillRevolution
• •TikTok Video Caption (Showing the easy refill process): No more candle graveyards! ♻️ Our Pott refill system is as easy as 1, 2, 3. Keep the beautiful, handcrafted Pott you love, and simply pop in a new natural scent when you’re ready. Good for your home, kinder to our planet. Which scent are you refilling with next? Let us know! 👇 #PottCandles #RefillableCandles #SustainableSwaps #EcoHack #HandmadePottery #SupportSmallUK
• •Facebook Ad (Targeting eco-conscious consumers): Tired of single-use candle jars piling up? 😔 At Pott Candles, we believe in beauty that lasts and practices that protect our planet. Our stunning, hand-thrown pottery candle Potts are designed to be refilled endlessly with our natural, UK-made candle refills. Join the refill movement, support local artisans, and make your home smell amazing, sustainably. Learn more and find your perfect Pott! [Link] #SustainableHome #EthicalLiving #HandmadeUK #PottCandles #ReduceWaste