Brand Tone

Bold, unapologetic, empowering, with a touch of rebellious humor; direct, personal, conversational, motivational, authentic, vulnerable, strong, and relatable.

Brand Values

• •Authenticity and Self-Expression
• •Empowerment and Resilience
• •Quality and Cleanliness
• •Creating Sanctuary
• •Living in the Present

Best Practices

• •Embrace the Edge: Always lean into the "tatted" part of the name. Use bold, confident, and slightly rebellious language. Avoid generic, overly sweet, or corporate-sounding copy.
• •Tell the Story: Regularly weave the founder's story and the brand's "why" into marketing materials. This reinforces the values of resilience and authenticity and creates a stronger customer connection.
• •Speak Directly to Your Customer: Use "you" and "your" to make the copy feel like a one-on-one conversation. Address them as the strong, independent individuals they are. The tone should feel like a supportive, cool friend giving a pep talk.
• •Balance Attitude with Quality: While the tone is edgy, always reinforce the high-quality, clean nature of the products. This pairing of rebellion with responsibility is a key differentiator. The "Tatted" is the attitude; the "Grace" is the quality and care.
• •Maintain Visual and Verbal Consistency: Ensure that the bold, moody, tattoo-inspired visuals on the website and social media are always matched by copy that carries the same energy and tone. The words and images should work together to tell the same unapologetic story.

Social Perception

Positive, centered on its unique identity due to its alternative, edgy aesthetic. The founder's personal story adds depth and relatability. High trust from clean, quality ingredients. Perceived as more than a candle company; it's a lifestyle brand promoting empowerment and self-acceptance.

Copy Examples

• •They told you to be quiet. To fit in. We say, light this. Our new [Scent Name] candle isn’t for the faint of heart. It’s for the rule-breakers, the late-night dreamers, the ones who are unapologetically themselves. Your home. Your rules.
• •Inhale the good shit. Exhale the bullshit. We’re serious about what’s inside our candles. 100% soy wax, toxin-free fragrances, and a whole lot of attitude. Because your sanctuary deserves to be as clean as your conscience.
• •This brand wasn't born in a boardroom. It was forged in uncertainty and inspired by a second chance. Tatted Grace is a reminder to live loud, love hard, and never wait for the 'perfect moment'. That moment is now. #TattedGrace #UnapologeticLiving
• •Don't just be a flame. Be the whole damn fire. Ready to turn up the heat on your self-care routine? Our handcrafted candles are here to remind you of the powerhouse you are. Find your signature scent and let your light shine.
• •Find your grace in the chaos. Life’s a mess sometimes, but your space doesn't have to be. Our [Scent Name] candle is a quiet rebellion—a moment of peace in a loud world. Notes of [fragrance notes] create a vibe that’s pure calm. You deserve it.