Brand Tone

Sophisticated & Elevated, Modern & Minimalist, Artistic & Considered, Authentic & Passionate, Quietly Confident

Brand Values

• •Quality Craftsmanship
• •Aesthetic Cohesion
• •Sustainability & Ethical Practices
• •Expertise & Artistry
• •Modern Living

Best Practices

• •Develop a Comprehensive Tone of Voice Guide: Document the core characteristics of PRiMO's tone (e.g., sophisticated, modern, artistic, authentic, quietly confident) with examples of "do's and don'ts" for writers.
• •Use Evocative and Sensory Language: Focus on descriptive words that appeal to the senses, particularly smell, but also touch and sight (referencing the minimalist design and quality materials). Go beyond just listing notes; describe the *feeling* or *atmosphere* the scent creates.
• •Maintain an Educated and Appreciative Stance: Write as if speaking to an audience that values quality, design, and the finer details. Avoid overly casual slang or overly technical jargon, striking a balance that is both accessible and refined.
• •Emphasize Quality and Craftsmanship Subtly: Instead of overtly stating "we are high quality," let the descriptions of ingredients, the handmade process, and the founders' expertise convey this. Words like "meticulously crafted," "thoughtfully sourced," and "artisan" can be effective.
• •Ensure Visual and Textual Harmony: The copy should always align with the clean, modern, and sophisticated visual identity of the brand. This means concise, well-structured text that complements the imagery on the website, social media, and any marketing materials.

Social Perception

As PRiMO is new, its distinct social perception is still forming. However, it is likely to be initially shaped by the positive reputation of P.F. Candle Co. and its founders. Early adopters are likely those who appreciate minimalist design, luxury home fragrances, and sustainable practices. The "cool older cousin" analogy used by the brand itself helps position it as more mature and refined than P.F. Candle Co. Perception will largely depend on product performance (scent quality, burn time, etc.) and the brand's ability to differentiate itself in a competitive market. The online presence (website, Instagram) aims to cultivate an image of attainable luxury and sophisticated living.

Copy Examples

• •Headline (Website/Ad): PRiMO: Where Scent Becomes Design. Elevate Your Space. Body: Discover fragrances meticulously crafted to integrate with your home's aesthetic. Each PRiMO candle is an invitation to a more considered, beautiful everyday.
• •Instagram Post: The art of atmosphere. Our [Candle Name] candle, with notes of [Key Note 1], [Key Note 2], and [Key Note 3], doesn't just scent a room—it defines it. Hand-poured in California. #PrimoStyle #ElevatedScents #HomeFragranceAsArt
• •Product Description Snippet: More than a candle, it's a statement. PRiMO represents a new era of home fragrance—thoughtfully designed, sustainably made, and created for those who understand that true style engages all the senses.
• •Email Subject Line: Introducing PRiMO: The Evolution of Home Fragrance. Body Preview: Experience scents that are as sophisticated and intentional as your home. Explore the new collection.
• •Brand Story Snippet (About Us Page): From the creators of P.F. Candle Co. comes PRiMO—a vision for a more elevated sensory experience. We believe fragrance is the invisible architecture of a room, shaping mood and memory. Join us in designing a more fragrant world, one scent at a time.