Brand Tone

Empowering, playful, intimate, resilient, and sincere.

Brand Values

• •Family & Resilience
• •Philanthropy & Purpose
• •Quality & Health-Consciousness
• •Empowerment & Self-Expression
• •Craftsmanship

Best Practices

• •Balance the "Sass" with the "Story": Always weave the brand's dual identity into the messaging. A playful, edgy caption can be powerfully grounded by a closing line or hashtag that references the mission (e.g., #SparkForACause). This prevents the tone from feeling one-dimensional.
• •Lead with Empowerment: Frame product benefits around self-care, confidence, and creating a desired mood. The copy should make the customer feel good about their purchase, not just because they bought a candle, but because they invested in their own well-being.
• •Use "We" and "You" to Build Community: Speak directly to the audience. Use "you" to make the customer the hero of their own story ("*You're* strong, sexy, and S.I.N.G.L.E"). Use "we" to talk about the brand's values and mission, creating a sense of a shared journey with the #flamegang.
• •Be Unapologetically Bold in Product Naming & Descriptions: Continue the strategy of using provocative and witty names. It's a key differentiator. The descriptions should match this energy, using evocative and sensory language that paints a picture and elicits an emotional response.
• •Always Circle Back to the "Why": Never let the customer forget the mission. Whether it's in a pinned post, an "About Us" link in the bio, or a recurring line in email footers, the philanthropic angle is a powerful brand asset that builds loyalty and justifies the premium, small-batch nature of the products.

Social Perception

Overwhelmingly positive, centered on product excellence, mission-driven appeal, and strong customer service.

Copy Examples

• •Headline: Set the Mood for More. Body: Date night in? Our "Boo'd Up" candle is the only plus-one you need. With intoxicating notes designed to ignite passion, it's time to cancel your plans and spark a flame. P.S. Every candle you buy supports the fight against MS and Cancer. #SparkAFlame #IntimateNights #SoyCandles #FlameGang
• •Headline: Scents That Speak Louder Than Words. Body: Whether you're celebrating your fabulous self or setting the scene for a night of passion, we've got a candle for that. Hand-poured in the Bay Area, our 100% soy candles are bold, empowering, and anything but ordinary. Find your signature scent. #WomenOwned #EroticCandles #SelfCare #SparkAFlame
• •Title: Mornin' Woody - A Scent to Start Your Day Right. Description: Who doesn't love a good Mornin' Woody? This invigorating blend of sandalwood, cedar, and a hint of morning mist is designed to awaken your senses and your spirit. It's crisp, earthy, and unapologetically bold—just like you. Hand-poured with 100% soy wax for a clean, long-lasting burn that will keep the good vibes going all day.
• •Subject: It's Getting Hot In Here... 🔥 (And it's not just the candles) Preview Text: A story of resilience, a dash of sass, and a new scent you'll love.
• •On-screen text: "How we turn soy wax + family resilience..." -> "...into a candle that gives back." -> "10% of every purchase..." -> "...goes to MS & Cancer foundations." Caption: From our family to your home. Every candle has a story. What will yours be? ❤️ #SparkAFlame #CandleMaking #SmallBusiness #PurposeDriven