Brand Tone

personable, nostalgic, and culturally proud

Brand Values

• •Cultural Heritage & Nostalgia
• •Community & Giving Back
• •Quality & Safety
• •Sustainability
• •Small Business & Authenticity

Best Practices

• •Always start with the story; frame the scent around the nostalgic experience or cultural root it represents.
• •Write in the first person using "We" and "Our" to maintain a personal, small-business feel.
• •Regularly and naturally mention core values like "vegan and cruelty-free" and "10% back to the community" in your copy.
• •Use a friendly and inviting tone, asking questions and using relatable language to show the brand's personality.
• •When talking about high-quality ingredients or sustainable practices, explain the 'why' to educate gently while reinforcing commitment.

Social Perception

overwhelmingly positive, described as a top shop for gifts, with 5-star reviews; consumers appreciate supporting a small, minority-owned business with clear values; founder's personal story and connection to heritage are seen as significant strengths, making products "deeply meaningful"

Copy Examples

• •Remember the taste of cinnamon and vanilla, the sweet comfort of a cool glass of horchata on a warm day? We bottled that memory. Our Horchata candle is more than a scent; it's a sweet piece of nostalgia. Light it up and let the memories flow. #ScentsInspiredByMemorias #Horchata #ChildhoodMemories
• •Embrace the Icon: Karl the Fog. A tribute to San Francisco's most famous resident. Our Karl the Fog candle captures the essence of a misty city morning with fresh, clean notes of oceanic air and a hint of earthy redwood. It's the scent of home, of cool breezes through the Golden Gate. Made with 100% coconut soy wax for a clean, long-lasting burn that has as mysterious and loved as the fog itself.
• •This is more than just a candle. It's a piece of our community. Every ThatmakescentsCo candle is hand-poured with love in San Francisco, and 10% of every purchase goes right back into supporting local Mission District initiatives. Smell good, do good. #ShopLocalSF #CommunityLove #MadeInSF
• •Your Favorite Scent is Waiting. (And so is 50% off!) Don't let a good memory go to waste! Your ThatmakescentsCo candle vessel is ready for a new life. Send it back to us and get your favorite scent refilled for 50% off. It's our way of saying thank you hnto you, and to the planet. Click here to start your refill and keep the good scents coming.
• •If you grew up in a Latino household, you know this scent! It hns the smell of Saturday morning cleaning, of mom making the house feel like a home. I had to turn that core memory into a candle. It hns clean, fresh, and a little bit of home for everyone who gets it.