Brand Tone

Warm & Evocative, Artisanal & Quality-Focused, Personal & Story-Driven, Conscious & Appreciative

Brand Values

• •Heritage & Culture
• •Quality & Craftsmanship
• •Sustainability & Eco-Consciousness
• •Customer Experience
• •Joy & Comfort

Best Practices

• •Develop a Brand Voice Guide: Clearly define your tone (e.g., warm, artisanal, evocative), key messaging pillars, words to use, and words to avoid. Share this with anyone creating content.
• •Storytelling is Key: Weave the brand's heritage (Caribbean inspiration, family names) into product descriptions, social media, and email marketing. Explain the inspiration behind scents and collections.
• •Emphasize Sensory Language: Use rich, descriptive adjectives that appeal to the senses, especially smell and sight, to convey the "vibrancy, comfort, and culture" of the products.
• •Highlight Values Consistently: Regularly mention commitments to quality, sustainable ingredients, and artisanal craftsmanship across all platforms. This reinforces brand integrity.
• •Engage Authentically: When active, if interacting with customers online (reviews, comments), maintain the warm, appreciative, and personal tone. Address feedback thoughtfully, reflecting the brand's value of customer experience.

Social Perception

Positive Product Regard, Artisanal Appeal, Niche & Discoverable. The temporary closure could lead to curiosity or concern among past customers.

Copy Examples

• •Headline: Island Soul, City Dwelling. Your Caribbean escape is just a flicker away. Body: Introducing the 'Soursop Serenity' candle from Ruth & Gem. Hand-poured with natural coconut-apricot wax and infused with the vibrant, creamy notes of authentic soursop, it’s more than a scent – it’s a sun-drenched memory. Bring warmth, culture, and a touch of island magic into your home.
• •Headline: Crafted with Conscience. Scented with Joy. Body: At Ruth & Gem, every fragrance tells a story. Our commitment to sustainable ingredients and artisanal quality means you can fill your space with captivating Caribbean aromas, guilt-free. Discover scents that soothe your soul and honor the earth.
• •Headline: Beyond the Wick: A Caribbean Embrace. Body: From the bustling markets of the islands to your cozy living room, Ruth & Gem candles are a tribute to vibrant heritage. Our 'Good Up Guava' candle blends sweet, tangy fruit notes into an experience that's both uplifting and comforting. Ignite the richness of the Caribbean.
• •Headline: Small Batch, Big Impression. Body: Why settle for ordinary? Ruth & Gem Home Goods offers uniquely Caribbean-inspired scents, hand-poured in small batches for unmatched quality. Our eco-friendly candles don’t just light up a room; they transform it. Experience the artisanal difference.
• •Headline: Your Home, Our Muse. Scents Inspired by the Sun. Body: We believe your home should be a sanctuary of comfort and vibrancy. That's why Ruth & Gem lovingly crafts each home fragrance to reflect the beautiful textures, colors, and soul of the Caribbean. Let our scents be the backdrop to your most cherished moments.