Brand Tone

Friendly, Passionate, and Aspirational.

Brand Values

• •Quality and Craftsmanship
• •Sensory Experience and Well-being
• •Ethical Practices
• •Australian Identity

Best Practices

• •Lead with Passion and Purpose: Always connect the product back to the "why"—creating positive, sensory experiences and promoting self-care. Use emotive words like "illuminate," "transform," "comfort," and "joy."
• •Emphasize the "Hand-Poured" Difference: Consistently mention that products are handcrafted in Sydney. This reinforces the values of quality, care, and local production, which are key differentiators.
• •Use Sensory and Evocative Language: Describe the scents and the feelings they evoke, not just the ingredients. For bakery scents, use words like "decadent," "mouth-watering," and "freshly-baked." For relaxing scents, use "soothing," "calming," and "serene."
• •Maintain a Friendly and Inclusive Voice: Address the customer directly and warmly. Use emojis (like ✨) where appropriate to add personality and align with the brand's positive, sparkly image. Frame marketing as an invitation to join a community.
• •Showcase, Don't Just Tell: Use high-quality visuals (photos and videos) that highlight the unique textures, colours, and glitter in the products. Let customer testimonials and user-generated content speak for the brand's quality and appeal.

Social Perception

The public perception of The Melt House appears positive. The brand actively presents customer testimonials on its website, which praise the realistic and intense aromas of the products. The overall perception is that of a quality, small-batch producer in a market with many similar artisans. The digital marketing strategy, including the "Melt Club" newsletter, aims to build a loyal community. The broader market for home fragrances is strong, with a focus on creating a sanctuary at home.

Copy Examples

• •Your mid-week treat has arrived. 🍪✨ Hand-poured in our Sydney studio, our Cookies and Cream melts are the ultimate comfort scent without any of the calories. Ready to turn your home into a sweet sanctuary? Tap to shop and melt away your day.
• •Transform your home, transform your mood. Our eco-friendly soy wax melts do more than just smell amazing—they create moments of pure comfort and joy. Find your signature scent and let your spirit shine. ✨ Proudly Australian Made.
• •The Bakery is Open! Why settle for breadcrumbs when you can have the whole bakery? Indulge in our new collection of hand-poured dessert scents, crafted to make your home feel warm, cozy, and delicious.
• •Hi [Name], we believe every day deserves a touch of light and positivity. As a member of the Melt Club, you're at the heart of our mission to create a brighter world, one burn at a time. This week, we're sharing a behind-the-scenes look at how your favourite scents are made with love. Plus, enjoy an exclusive 10% off your next order. Thanks for being part of our community!
• •That feeling when you know someone's home is about to smell INCREDIBLE. ✨ All our melts are hand-poured with love and a little bit of magic. What scent should we make next? #waxmelts #smallbusinessaustralia #packanorder #sydney