Brand Tone

Authentic & Passionate, Local & Community-Focused, Warm & Inviting, Artisanal & Handcrafted, Approachable & Friendly

Brand Values

• •Local Pride (Chicago-centric)
• •Quality Craftsmanship
• •Eco-Friendliness & Natural Ingredients
• •Authenticity
• •Creating Atmosphere & Connection
• •Nostalgia & Storytelling

Best Practices

• •Always Weave in the Chicago Connection: Whether it's a direct neighborhood mention, a nod to city life, or the 'made in Chicago' aspect, this is a cornerstone of the brand identity and should be present.
• •Emphasize 'Handcrafted' and 'Quality Ingredients': Use terms like 'hand-poured,' 'small batch,' 'natural soy wax,' 'eco-friendly,' and 'premium fragrance oils' to reinforce the artisanal and quality values.
• •Speak with Warmth and Authenticity: Write as if you're sharing a personal passion (which it is!). Use inviting, friendly language that evokes comfort, nostalgia, and genuine care. Avoid overly corporate or generic phrasing.
• •Tell a Story (Even a Small One): For neighborhood-specific candles, briefly allude to the inspiration or the feeling the scent is meant to evoke. This connects to the brand's value of storytelling and nostalgia.
• •Maintain Visual and Verbal Consistency: Ensure the tone of the copy aligns with the visual branding (e.g., cozy, clean imagery). Use consistent terminology across all platforms (website, social media, product packaging).

Social Perception

Highly Regarded for Scent & Quality, Loved for its Chicago Connection, Seen as a Great Gift Option, Positive Reputation as a Small, Family-Owned Business, Perceived as Elegant and High-Quality

Copy Examples

• •Instagram Post (Image: Candle with a blurred background of a recognizable Chicago landmark): Relive your favorite Lincoln Park strolls, from the Zoo to the Conservatory, with every flicker. 🌿 Our Lincoln Park candle, blending fresh grass, bamboo, and bergamot, brings the essence of spring in the city right to your living room. Hand-poured with love, right here in Chicago. #VicinityCandles #ChicagoNeighborhoods #LincolnPark #HandmadeSoyCandles #ShopLocalChicago #ChicagoProud
• •Facebook Ad (Carousel showing different neighborhood candles): Which Chicago neighborhood holds your heart? ❤️ From the historic streets of Old Town to the vibrant energy of Pilsen, our handcrafted soy candles capture the unique spirit of Chicagoland. Made with eco-friendly soy wax and premium scents. Perfect for gifting or bringing a piece of Chicago home. Shop the collection now! [Link] #VicinityCandles #ChicagoScents #FamilyOwned #EcoFriendlyCandles #MadeInChicago
• •Product Description (for 'Hyde Park' candle): Step into the nostalgic embrace of Hyde Park. Inspired by the hallowed halls of its famed bookstores and the intellectual buzz of the university, this sophisticated blend of leather, patchouli, and musk creates an atmosphere of warmth, wisdom, and timeless elegance. Each Vicinity Candle is hand-poured in small batches using natural soy wax, ensuring a clean, long-lasting burn that gently fills your space with the unique story of a beloved Chicago neighborhood. #HydePark #ChicagoStories #SoyCandle #BookLovers
• •Email Newsletter Snippet (Subject: A Scented Journey Through Chicago): Hi [Customer Name], Ever wished you could bottle the feeling of a perfect Chicago day? At Vicinity Candles, that's what we do. Founded in a Lakeview kitchen by Annie & Steve, our family business lovingly handcrafts soy candles inspired by the city we call home. Discover scents that transport you, from the fresh breezes of Lakeview to the comforting aroma of a West Loop chocolate factory. This week, explore our [New Collection/Featured Neighborhood] and bring a little piece of Chicago magic into your space.
• •Website Banner Text: Handcrafted in Chicago, For Chicago. ✨ Explore soy candles inspired by your favorite neighborhoods. Bringing warmth, light, and local pride to your home, one flame at a time.