Brand Tone

Warm, Approachable, and Sincere

Brand Values

• •Eco-Consciousness & Sustainability
• •Quality & Craftsmanship
• •Community & Connection
• •Well-being & Ambiance

Best Practices

• •Embrace the "Two Sisters" Narrative: Always write from a personal, human perspective. Use "we," "our," and "us" to reinforce that there are real people behind the brand. Signing off with "xo" or first names on social media and newsletters will maintain this personal connection.
• •Highlight the "Why," Not Just the "What": Instead of just listing features (soy wax, cotton wick), explain why you chose them (eco-friendly, clean burn, better for your home). This connects the product directly to your core values of sustainability and well-being.
• •Keep it Warm and Simple: Avoid overly technical or corporate language. The tone should feel like a conversation. Use words like "cozy," "warmth," "glowing," "tranquil," and "handcrafted" to evoke a feeling of comfort and authenticity.
• •Incorporate the Community Angle: Regularly mention your Vancouver roots and your charitable partnership. This reinforces your brand as a local, caring business and gives customers a reason to feel good about their purchase beyond the product itself.
• •Be Consistent Across All Platforms: Ensure the warm, sincere, and eco-conscious tone is present everywherefrom the website's FAQ page and product descriptions to every Instagram caption and Facebook reply. This consistency builds trust and a strong, recognizable brand identity.

Social Perception

The public perception, shaped by the brand's own curated presence, is that of a trustworthy, high-quality, and ethical local business. Customers on their social platforms appear to be drawn to the natural ingredients, the beautiful presentation of the candles, and the sustainability aspect of the refillable vessels. The brand is perceived as a small, local gem rather than a large, impersonal company. The narrative of two sisters adds an authentic and relatable human element that resonates with their audience.

Copy Examples

• •Headline: Your Weekend Reset Button. Body: Long week? It's time to light a candle and let go. Our White Lavender Rosemary candle, made with all-natural soy wax and pure essential oils, is handcrafted to bring tranquility back to your space. Refillable, reusable, and oh-so-relaxing.
• •Headline: The Gift of Good Feelings. Body: Give more than just a candle. Give warmth, atmosphere, and a little piece of our heart. Each Pure Light candle is hand-poured in Vancouver by usbtwo sisters who love what we do. Plus, a portion of your purchase supports youth mental health in our community. That's a gift that feels good, twice.
• •Headline: Our Secret Ingredient? Love & Laughter. (It's on the label). Body: We started Pure Light Candles in our Vancouver studio with a simple idea: to create beautiful, natural candles that are kind to the planet. From our eco-friendly soy wax to our unique refillable jars, every candle is made with care. We hope they bring as much light to your home as they do to ours. xo, Kim & Kerri.
• •Headline: Sustainable Style for Your Home. Body: Don't just decorate your spacebcurate it. Our artisan candles come in timeless, minimalist vessels designed to be refilled again and again. It's the simple, beautiful way to enjoy luxurious scents without the waste. Choose your favorite fragrance and start your sustainable scent journey today.
• •Headline: That "New Candle Day" Feeling, on Repeat. Body: Why say goodbye to a vessel you love? Our candle refill program makes it easy. Once your favorite Pure Light candle has burned down, just pop in a new soy wax refill. Same beautiful jar, brand new scent experience. Clean, simple, and smart.