Brand Tone

Caring and Conscious, Artisanal and High-Quality, Therapeutic and Comforting, Approachable Luxury, Friendly and Personal

Brand Values

• •Health and Safety
• •Environmental Responsibility and Sustainability
• •Quality and Craftsmanship
• •Customer Well-being and Comfort
• •Transparency/Natural Ingredients

Best Practices

• •Emphasize Natural and Ethical Qualities: Consistently highlight eco-friendly, sustainable, toxin-free, paraben-free, ethically sourced, and natural ingredients in product descriptions, social media, and all communications.
• •Maintain an Artisanal Luxury Feel: Use descriptive, evocative language that speaks to the quality of ingredients (perfume-grade, premium wax) and the handcrafted nature (small batch, hand-poured), while also inviting a sense of indulgence and comfort (lounge, luxuriate, peaceful vibe).
• •Be Authentic and Personable: Share the why behind the brand, like the passion for creating beautiful, safe scents, as seen in the About Us and Etsy owner's message.
• •Focus on the Experience: Describe not just the candle, but the feeling or atmosphere it creates (e.g., transports you to that place of nostalgia, create that peaceful vibe, cozy warmth).
• •Use sensory language: Focus on the olfactory experience to bring the product to life

Social Perception

Seen as a Small, Passionate Business, Positive Customer Experience, Appeals to a Desire for Coziness and Luxury.

Copy Examples

• •Light a candle, Lounge for a while and Luxuriate.
• •Hand-poured with sustainable coconut soy wax, it’s a clean, comforting glow for your mindful moments.
• •VINTAGE: vanilla, bourbon, caramel, and butterscotch.
• •Beautifully scented and good for you.
• •Modern, sturdy glass candles with a sleek, satin finish