Brand Tone

Mindful, elegant, authentic, and inclusive, reflecting a conscious and luxurious approach to home fragrances and décor.

Brand Values

• •Sustainability
• •Ethical Responsibility
• •Artisanal Craftsmanship
• •Accessible Luxury
• •Community & Philanthropy

Best Practices

• •Lead with Purpose: Always connect the product back to the brand's core mission of sustainability and ethical responsibility. The "why" is as important as the "what."
• •Use Mindful Language: Incorporate words like "intentional," "thoughtful," "conscious," and "artisan" to reinforce the brand's crafted and deliberate nature.
• •Educate Gently: Inform the audience about the benefits of your sustainable practices (e.g., "phthalate-free," "biodegradable packaging") without being preachy. Frame it as a shared value.
• •Evoke Sensory Experience: Use descriptive, elegant language to describe scents and the ambiance they create. Appeal to the customer's desire for a personalized and luxurious atmosphere.
• •Maintain Transparency: Be direct and clear about your philanthropic commitments, such as the "10% of every purchase" pledge, to build and maintain trust.

Social Perception

Perceived as eco-conscious, ethical, high-quality, trustworthy, and aspirational, appealing to modern consumers who value purpose-driven luxury and unique sensory experiences.

Copy Examples

• •Scent that tells a story. Our No. 11 Cashmere candle is more than a fragrance; it's a commitment. Hand-poured with natural beeswax and a clear conscience. Every purchase helps us support bee conservation efforts, making your moment of peace a part of a greater purpose.
• •Redefine your atmosphere. At VUND, we believe luxury should be sustainable and personal. Our home fragrances are intentionally crafted with all-natural, pet-friendly ingredients to be as unique as you are. Discover your signature scent and join us in supporting a healthier planet.
• •Invite tranquility into any space with our gender-neutral Aura Mist. Formulated with ethically sourced, certified clean essential oils, this mist is designed for people, pets, and the planet. A simple spritz creates a complex, earthy vignette that is uniquely yours. Packaged with care in recyclable materials, because true luxury leaves no trace.
• •Subject: More Than a Purchase, It's a Partnership. Hi [Customer Name], When you chose VUND, you did more than just bring a new scent into your home. You partnered with us and our mission to support American bee farmers. That 10% pledge from your purchase is already at work. Thank you for helping us create a more sustainable future, one artisan candle at a time.
• •On-screen text: 'This is not styrofoam!' (Creator then breaks it apart easily). 'It's mushroom packaging!' (Shows the VUND product inside). 'Sustainable luxury is the standard. #Unboxing #EcoFriendly #VundNewYork'