Brand Tone

Witty, Relatable, and Celebratory

Brand Values

• •Personality
• •Quality
• •Sustainability

Best Practices

• •Lead with Personality: Always start with the wit. Whether it's a clever pun, a relatable observation, or a sassy statement, the brand's unique voice should be the first thing the audience notices.
• •Use Pop Culture and Modern Slang: Incorporate current, relevant phrases and slang (like "AF" or "It's giving...") to maintain a contemporary and relatable feel. This reinforces that the brand is in on the joke.
• •Balance Sass with Sentiment: While "sass" is in the name, the brand's success also comes from its sentimental and celebratory side. Ensure the copy can flex between witty one-liners and genuinely warm messages for occasions like weddings or friendship gifts.
• •Highlight Quality in a Fun Way: When mentioning product features (like soy wax or hand-poured quality), frame them within the brand's tone. For example: "Our candles burn clean, just like your conscience after you buy five of them. It's called self-care."
• •Keep it Conversational and Direct: Write like you're talking to a friend. Use "you" and "we," ask questions, and keep sentences relatively short and punchy. This creates a direct, personal connection with the customer.

Social Perception

Fun, Giftable, and High-Quality

Copy Examples

• •Image: A stylish photo of the "Proud AF Home Owner" candle on a modern entryway table. Copy: "That 'finally have my own keys' feeling, bottled. Our 'Proud AF Home Owner' candle is here to make their new house feel like a home. Smells like victory, fresh starts, and not having to share a bathroom. Tag a new homeowner who needs this!"
• •Subject: "Your future favorite candle is on sale. (You're welcome.)"
• •Headline: "Say It With Sass." Sub-headline: "Hand-poured soy candles with personality. The perfect gift for every occasion, or just because you 19re awesome."
• •Headline: Don't Just Get Older. Get More Fabulous. Body: "Still fabulous after all these years? We know. Our 'Not a Day Over Fabulous' candle is the perfect birthday gift for the friend who just keeps getting better. With a champagne-on-ice scent, it's the classiest, sassiest way to celebrate. Shop now and give a gift that smells as good as they look."
• •Name: Boss Lady Candle Description: "For the woman running the world from her desk. This candle smells like closing deals, crushing goals, and the sweet scent of success. Hand-poured with 100% soy wax and infused with a motivating blend of citrus and sandalwood to fuel her empire. Light it up and get to work."