Brand Tone

Authentic & Relatable, Coastal & Relaxed, Passionate & Handcrafted, Friendly & Approachable, Trustworthy & Quality-Focused

Brand Values

• •Natural & Eco-Friendly: Commitment to 100% natural soy wax, lead-free cotton wicks, and avoiding harmful chemicals. "Eco-Friendly Excellence" is explicitly mentioned.
• •Handcrafted Quality: Products are hand-poured in small batches in Belmar, NJ.
• •American Made/Local Craftsmanship: Highlighting products made in the USA, specifically the Jersey Shore.
• •Perseverance & Entrepreneurial Spirit: Embodied by the founder's journey from a kitchen startup to a nationwide brand.
• •Customer Satisfaction & Trust: Aiming to deliver products that customers love and trust, backed by good customer service.
• •Nostalgia & Creating Memories: Scents are designed to evoke memories of surfing, friends, family, and the beach.

Best Practices

• •Embrace the Founder's Story: Weave elements of Michelle's journey (passion, perseverance, starting small) into the narrative where appropriate to reinforce authenticity and relatability.
• •Use Sensory Language Tied to the Coast: Incorporate words and phrases that evoke the sights, sounds, and smells of the beach, surfing, and the Jersey Shore (e.g., "sun-drenched," "ocean breeze," "sandy toes," "crashing waves," "boardwalk").
• •Highlight Natural and Handcrafted Qualities Consistently: Always mention "all-natural soy wax," "hand-poured," "eco-friendly," and "made in Belmar, NJ" to reinforce core values and product benefits.
• •Maintain a Warm, Friendly, and Slightly Casual Voice: Avoid overly formal or corporate language. Keep it approachable and inviting, as if talking to a friend about a favorite beach spot or a cherished memory. The TikTok presence is a good example of this.
• •Focus on the "Why" Beyond the "What": It's not just about selling candles; it's about selling an experience, a feeling of relaxation, nostalgia, or a connection to a coastal lifestyle. Communicate how the candles make the customer *feel*.

Social Perception

The brand is perceived as a provider of high-quality, authentic, American-made candles with a strong connection to a coastal lifestyle.

Copy Examples

• •Headline: Hand-Poured Sunshine. All-Natural Soy Candles from the Jersey Shore. Body: Bring the coast home. Each Surf's Up Candle is crafted with 100% soy wax, natural fragrance oils, and a whole lot of Jersey Shore love. Light one up and let the good vibes roll.
• •Headline: From Our Kitchen to Your Home: The Scent of Perseverance. Body: It started with a dream and a crockpot. Today, Surf's Up Candle brings you over 100 unique, all-natural scents, each hand-poured with the same passion that built our brand. Experience the warmth and trust in every candle.
• •Headline: Your Daily Dose of Beach. No Sand Required. Body: Miss the scent of salty air and sun-warmed surf wax? Our signature Surf Wax candle blends pineapple, coconut, and a hint of vanilla to transport you straight to the shore. Pure soy, pure bliss.
• •Headline: Good for Your Home, Good for the Planet. Body: Breathe easy with Surf's Up Candle. Our eco-friendly soy candles are free from dyes, paraffin, and lead. Just clean, long-lasting fragrance inspired by nature and handcrafted in Belmar, NJ.
• •Headline: More Than a Candle, It's a Memory. Body: Remember those endless summer days? We bottle that feeling. Our coastal-inspired scents are designed to evoke your favorite beach memories. What story will your Surf's Up Candle tell?