Brand Tone

Conscious, Approachable, and Reassuring

Brand Values

• •Sustainability
• •Health & Wellbeing
• •Authenticity & Transparency
• •Artisan Quality
• •Accessibility

Best Practices

• •Lead with the "Why": Always connect the product back to the core mission. Start with the problem (wasteful jars) and present the brand as the solution. Use the founder's story as a touchstone for authenticity.
• •Use "You" and "Your": Center the customer in the narrative. Phrases like "Your favorite jars," "Illuminate your space," and "Good for you" make the benefits personal and direct.
• •Emphasize Benefits, Not Just Features: Instead of saying "We sell soy wax," say "Illuminate your space guilt-free with our sustainable soy blend candles." Focus on the feeling and the positive impact: wellness, peace of mind, and environmental kindness.
• •Maintain a Reassuring Vocabulary: Consistently use words like "clean," "pure," "sustainable," "guilt-free," and "handmade." This reinforces the brand's core values and builds trust with health- and eco-conscious consumers.
• •Keep it Simple and Action-Oriented: The product's beauty is its simplicity. Use clear, concise language and active verbs. "Melt, pour, enjoy" is more effective than a long, technical explanation. This approachable language reflects the ease of use of the product itself.

Social Perception

The brand is perceived as: Innovative: Offering a smart, practical solution to a common frustration for candle lovers. Trustworthy: Its clear values and authentic founding story build credibility. Environmentally Responsible: Seen as a leader in promoting sustainable practices within the home fragrance market.

Copy Examples

• •Keep the glow. Lose the glass. Your favorite candle jars deserve more than one life. Our pourable, essential oil-infused candle refills let you bring them back again and again. Illuminate your space guilt-free. #PourableCandle #RefillableCandles #SustainableLivingUK #HandmadeWithLove
• •The Last Candle Jar You’ll Ever Need. Welcome to the home of clean, pourable, and endlessly reusable candles. Handmade in the UK.
• •Restorative - Eucalyptus & Peppermint Pourable Refill. Clear your mind and refresh your space. Our Restorative blend is crafted with 100% pure eucalyptus and peppermint essential oils to soothe your senses and promote focus. Simply melt, pour into any heatproof jar, and enjoy a clean, therapeutic burn. Good for you, and kind to the planet.
• •Your Candle Collection is Now Refillable. Don't throw away those beautiful jars! With The Pourable Candle Company, you can refill any candle container in minutes. Our sustainable soy wax and pure essential oil blends are delivered right to your door. Shop Refills & Save 10%
• •Psst... Your empty candles are calling.