Brand Tone

Purpose-Driven & Sincere, Community-Focused & Collaborative, Appreciative & Uplifting, Practical & Clear

Brand Values

• •Sustainability
• •Social Inclusion
• •Community & Social Cohesion
• •Handicraft & Authenticity
• •Social Entrepreneurship

Best Practices

• •Always Weave the Mission into the Message
• •Use "Impact-Oriented" Language
• •Champion the Makers
• •Maintain a Tone of Grateful Collaboration
• •Be Authentic and Transparent

Social Perception

It is seen as an innovative and valuable social start-up. The public views it as a laudable initiative that effectively tackles both environmental waste and social challenges. Customers and supporters likely perceive the brand as trustworthy and authentic due to its non-profit nature and transparent mission. The connection to Enactus and Caritas lends it significant credibility. The products are not just candles but symbols of a "purchase for a cause," making customers feel they are contributing to a better world.

Copy Examples

• •Be the Spark. Join Our Mission. Every candle we create starts with our community. We're looking for passionate volunteers to help us sort wax and manage collection points. Your time helps us reduce waste and supports our amazing candlemakers. Ready to make a difference? DM us to learn more! #SecondLight #Volunteer #Aachen #Sustainability #SocialGood
• •The 'Hoffnung' (Hope) Candle A Light with a Story. This isn't just a candle. It's a second chance for wasted wax and a testament to the incredible skill of our makers at the Caritas workshop. Handmade with 100% recycled materials, each 'Hoffnung' candle is unique, burns cleanly, and comes with a personal greeting from the artist who crafted it. Light a candle, support a cause.
• •Don't Throw Away Your Light! That old candle end on your shelf has more to give! We recycle used wax to create beautiful new candles, saving resources and supporting inclusive employment. Drop off your wax remnants at any of our collection points (link in bio) and become part of the SecondLight story. #Recycle #Upcycle #GiveWaxAChance #Community
• •Partner with Purpose. Let your restaurant's candles have a second life. By donating your used wax to SecondLight, you actively contribute to a local, sustainable, and social cause. Show your customers you care about the community and the planet. Let's work together. Contact us to become a collection partner. #SustainableHospitality #CorporateSocialResponsibility #Aachen
• •More Than a Candle. It's a Movement. We saw waste and saw potential. We saw exclusion and saw talent. SecondLight transforms leftover wax into unique, handmade candles with the help of incredible people with disabilities. Every purchase you make gives light a second chance and supports a more inclusive, sustainable world. [Shop Now] #SecondLight #SocialEnterprise #Sustainability