Brand Tone

cozy, mindful, and approachable

Brand Values

• •Quality & Craftsmanship
• •Self-Care & Well-being
• •Natural & Sustainable
• •Local & Community-Oriented
• •Sensory Experience

Best Practices

• •Lead with Sensory Language: Always use descriptive words that evoke smell, sound, and feeling. Instead of saying a candle "smells nice," describe *what* it smells like (e.g., "like walking into a bakery that just took something sweet out of the oven"). This connects directly to the product's primary benefit.
• •Emphasize the "Why," Not Just the "What": The "what" is a soy candle. The "why" is the feeling of comfort, the act of self-care, and the creation of a sanctuary. Frame your copy around these emotional benefits.
• •Maintain a Warm and Approachable Tone: Use contractions (like "it's" and "you're") and speak directly to the customer as a friend or a trusted guide to comfort. Avoid overly corporate or formal language.
• •Consistently Highlight Core Values: In product descriptions, social media posts, and "About" pages, reiterate the values of being handmade, local, natural, and high-quality. This repetition reinforces brand identity and justifies the premium nature of the products.
• •Let the Visuals and Copy Work Together: On platforms like Instagram and TikTok, ensure the copy complements the aesthetic. If the visual is clean and minimalist, the copy should be clear and uncluttered. If it's a cozy lifestyle shot, the copy should enhance that feeling of warmth and comfort.

Social Perception

High-Quality & Trustworthy, Aesthetic & Decor-Friendly, Authentic & Relatable, Subtle & Pleasant

Copy Examples

• •Headline: Your Sunday Morning, Bottled.Body: Meet 'Loft'. A gentle blend of fresh-brewed coffee, warm vanilla, and a hint of morning sun. It half's that slow, peaceful feeling of a day with nowhere to be. Hand-poured with pure soy wax and a crackling wooden wick for a clean, cozy burn. Tap to make your sanctuary a little warmer.#temperandlace #cozyhome #soycandles #selfcareritual #handpoured
• •Headline: Handcrafted in Alberta, For Your Home.Body: Bring the cozy home. At temper + lace, we pour our hearts into every wooden wick soy candle we make right here in High River. Crafted with natural, paraben-free ingredients for a clean, subtle scent that calms the senses, not overwhelms them. Support local and find your new favourite fragrance.#shoplocal #albertamade #cozyvibes #temperandlace #woodenwick
• •On-screen text:(0-2s) The secret to a perfect cozy night...(3-5s) ...starts with pure Canadian soy wax...(6-8s) ...a crackling wooden wick...(9-12s) ...and a scent that feels like a warm hug.Caption: The ASMR of our 'Bakery' candle is just *chef's kiss*. #candlemaking #asmr #cozyseason #smallbusiness #candletok #woodenwickcandles
• •Headline: The Scents of Comfort are Back.Body: You asked, we poured. Our best-selling collection of cozy, handcrafted soy candles has been restocked. Fill your space with the gentle, welcoming aromas you love. Limited quantities available.
• •Subject: It's Time to Prioritize You.Body: In the rush of daily life, your well-being matters most. We believe a simple ritual—like lighting a candle—can be a powerful act of self-care. Our candles are made to help you unwind and create a peaceful space. This week, enjoy 15% off our Self-Care collection and give yourself the gift of quiet moments.