Brand Tone

Inspirational, Mindful, Welcoming, Gentle, Encouraging, Personal, Authentic, Reflective, Thoughtful, Experiential, Benefit-focused.

Brand Values

• •Nurturing Creativity
• •Social and Environmental Justice
• •Handcrafted Quality & Sustainability
• •Authenticity and Intention

Best Practices

• •Lead with the "Why": Always connect the product back to the core mission of nurturing creativity. Instead of just describing a scent, explain how that scent supports a creative act (e.g., "This scent helps quiet the noise so you can hear your ideas").
• •Use an Encouraging, Personal Tone: Write as if you are speaking to a fellow creative friend. Use "you" and "your" to make the message personal. Incorporate Erin's authentic voice and story where possible to maintain the brand's welcoming and genuine feel.
• •Weave Values into a Call to Action: Subtly integrate the brand's social and ethical commitments. A call to action can be more than "Shop Now." It can be "Create with intention" or "Support your craft and our community," subtly reminding customers that their purchase has a broader impact.
• •Engage the Senses Through Storytelling: Describe scents using evocative language that tells a story or paints a picture. Instead of listing notes, describe the feeling or memory the scent evokes, aligning with the concepts of "Reverie" and "Felicity."
• •Maintain a Consistent Vocabulary: Continue using keywords that are central to the brand identity: creative, creativity, dreamer, maker, craft, journey, inspire, imagination, embrace, moment, nourish, spark. This repetition reinforces the brand's niche and purpose in the minds of consumers.

Social Perception

High-quality, artisanal, ethical conscience, authentic, craftsmanship-valuing, connected to mission of supporting creativity, loyal customer base, appreciated for unique scents, supporter of creative lifestyles and social change.

Copy Examples

• •Pause. Inhale. Create. Our new scent, 'First Light,' is a quiet companion for your morning pages, your first brushstroke, your earliest idea. With notes of white tea, sun-drenched linen, and a hint of mandarin, it’s crafted to gently awaken your imagination. What creative moment will you invite it into? #ReverieAndFelicity #CandlesForCreatives
• •The blank page is full of possibility. Light a candle that helps you find the words. Our 'Writer's Nook' candle, with its blend of aged paper, worn leather, and cedarwood, is a sensory cue to dive into your story. Let its gentle flicker be your focus. Shop the collection for creative dreamers.
• •Your creativity is a gift. Unwrap it. Our Candle Creation Kits provide everything you need to explore the art of scent and craft a candle that is uniquely yours. It’s more than a candle; it’s an experience. Tap into your creative side.
• •Hello, creative soul, We believe that taking time for yourself isn't a luxury—it's essential for your creative practice. As the seasons change, we've poured new, comforting scents designed to help you slow down and reconnect with your imagination. Plus, a reminder that 10% of your purchase supports vital work by BIPOC-led organizations in our community. Thank you for helping us create a more just world.
• •Gathering Time Classic Soy Wax Candle This scent is an invitation. An invitation to gather your thoughts, your tools, your courage. Tart pomegranate and red currant mingle with the warmth of cinnamon and ginger to create a fragrance that feels like a cherished ritual. Hand-poured with all-natural soy wax, this candle is your companion for the moments you dedicate to your craft—whether you're knitting a new world or meditating on an idea.