Brand Tone

Evocative & Nostalgic, Mindful & Calming, Artisanal & Passionate, Minimalist & Authentic, Warm & Inviting

Brand Values

• •Sensory Experience & Memory
• •Mindfulness & Stillness
• •Craftsmanship & Quality
• •Local Inspiration & Authenticity
• •Community & Connection
• •Minimalism & Considered Design
• •Sustainability (implied)

Best Practices

• •Create a Brand Voice Guide: Document the key elements of Saan Saan's tone (evocative, mindful, artisanal, minimalist, warm) with examples of do's and don'ts. This ensures anyone writing for the brand understands the desired voice.
• •Focus on Storytelling: Weave narratives into product descriptions, social media posts, and marketing materials. Emphasize the inspiration behind each scent – the place, memory, or feeling it aims to evoke.
• •Use Sensory and Emotive Language: Employ words that appeal to the senses (especially smell, but also sight and touch related to the candle experience) and evoke feelings of nostalgia, calm, comfort, and peace.
• •Maintain a Minimalist & Authentic Style: Keep language clear, genuine, and uncluttered, much like the brand's aesthetic. Avoid overly salesy or hyperbolic claims. Let the quality and the story speak for themselves.
• •Engage with a Personal and Warm Touch: When interacting with customers (e.g., social media comments, email responses), maintain the warm, inviting, and personal tone established by the brand. Reflect the sense of community Saan Saan aims to build.

Social Perception

Highly Regarded for Scent Quality & Uniqueness, Cult Following & IG Favorite, Associated with Relaxation & Comfort, Aesthetically Pleasing, Artisanal & Special, Positive Store Experience

Copy Examples

• •Headline: Rediscover Stillness. One Scent at a Time. Body: In a world that never stops moving, Saan Saan invites you to pause. Our hand-poured candles are more than fragrance; they are whispers of forgotten places, echoes of cherished moments, crafted to bring tranquility to your space. Light one and journey inward.
• •Instagram Post (Image: A cozy reading nook with a Saan Saan candle lit): Caption: Where do your favorite stories take you? Our "A Reading Nook" candle, with its warm and comforting notes, is an invitation to get lost in another world. Handcrafted to inspire slower days and deeper breaths. What are you reading (and smelling) this weekend? #SaanSaanPH #SenseOfPlace #MindfulMoments #HandmadeCandles
• •Product Description (for "No. 07 Campfire"): Remember the crackle of wood, the shared stories under a starlit sky? "No. 07 Campfire" captures that raw, comforting warmth. A blend of smoky woods and subtle sweetness, hand-poured with all-natural soy and beeswax to bring the soul of the outdoors, in. Embrace the quiet glow.
• •Email Subject: An Invitation: Find Your Moment with Saan Saan Body Snippet: Dear [Customer Name], Life is a collection of moments. At Saan Saan, we craft scents that help you find and savor them. From the bustling memory of "Baker Street of Poblacion" to the serene calm of "Linen Room," each candle is a carefully blended narrative, a tribute to the places and feelings that shape us...
• •Brand Story Snippet (for "About Us" page): Saan Saan began with a simple idea: that a scent could be a place, a memory, a feeling. Founder Mark Zavalla, driven by a passion for perfumery and the evocative power of fragrance, started handcrafting candles in 2018, each one a personal story drawn from "kung saan saan" (from anywhere and everywhere). Today, we continue to create small-batch, mindfully made essentials that invite you to find stillness and connection in your everyday rituals.