Brand Tone

Warm, serene, personal, inspiring, authentic, and proud of heritage, especially for the 'simplekindle' consumer brand.

Brand Values

• •Heritage & Tradition
• •Quality & Craftsmanship
• •Evolution & Modernity
• •Community & Connection
• •Creating Atmosphere

Best Practices

• •Always Weave in the Heritage Story: Never let customers forget the unique differentiator: the brand's long history. Phrases like "From a 70-year family tradition," "Continuing our grandfather's legacy," or "Hand-poured in Singapore since the 1950s" should be used where appropriate to build trust and emotional connection.
• •Use Sensory and Emotive Language: The consumer brand sells an atmosphere, not just a product. Use descriptive words that evoke feeling and senses: "serene," "calming," "gentle glow," "whispers of scent," "a warm embrace." Focus on the benefit of the candle (e.g., relaxation, beauty) rather than just its features.
• •Maintain a Warm and Personal Tone: Write as if the two sisters are speaking directly to the customer. Use "we" and "our" to reinforce the family-run aspect. Keep the language accessible, warm, and genuine, avoiding overly corporate or generic marketing-speak.
• •Differentiate Between B2B and B2C Copy: Ensure that copy for the wholesale/traditional side (Sing Kong Whee Trading) remains professional, focusing on volume, reliability, and customization. Copy for the lifestyle side (simplekindle) should always be personal, aesthetic-focused, and emotional. Keep the target audience for each message clearly in mind.
• •Emphasize "Local" and "Hand-Poured": In a market saturated with mass-produced goods, these are powerful keywords. Highlight that the products are "Made in Singapore," "Hand-poured with joy," or "Crafted by our family" to appeal to consumers who value authenticity, craftsmanship, and supporting local businesses.

Social Perception

Highly reputable and established Singaporean institution; a reliable B2B manufacturer for traditional products; a charming local brand with rich heritage, offering aesthetically pleasing, high-quality products for modern consumers. Perceived as trustworthy and reliable due to local family heritage and high customer satisfaction.

Copy Examples

• •More than wax and wick. It's a sculpture of light. ✨ From our family's 70-year heritage of candle making, a new generation brings you functional art. Each curve and line of our abstract candles is designed to bring a moment of beauty to your space, even before it's lit. #simplekindle #ArtOfLight #SingaporeMade
• •Your Home Deserves a Signature Scent. The long day is done. Kick off your shoes, light a candle, and let the gentle notes of lavender and sage transform your space into a sanctuary. Hand-poured in Singapore with 100% natural soy wax. Click to explore the scent that feels like you. #MakeHomeYourHaven #SKWcandles #ScentedSanctuary
• •The "Sunday Morning" Candle. A blend of fresh linen, white tea, and a whisper of citrus. We crafted this scent to capture the feeling of slow mornings and sunlit rooms. Hand-poured with joy by our family in Singapore, continuing a tradition that began in the 1950s. It as not just a candle; it as a reset button.
• •From Our Grandparents' Hands to Your Home. In the 1950s, our grandparents lit up Singapore's kampung nights. Today, we continue their legacy of light. 'simplekindle' is our modern twist on a timeless craft, blending decades of expertise with contemporary scents and designs. Discover a piece of Singapore's history, reimagined for your home.
• •For over 70 years, our family has been crafting light. What started as a necessity has become an art. Introducing simplekindle by SKW. The tradition continues. The light evolves. Find your flame.