Brand Tone

Playful & Whimsical, Approachable & Friendly, Conscious & Caring, Passionate & Enthusiastic, Slightly Edgy/Cheeky

Brand Values

• •Clean & Safe Ingredients
• •Cruelty-Free & Vegan
• •Handcrafted Quality
• •Individuality & Self-Expression
• •Joy & Experience
• •Accessibility & Fun
• •Eco-Consciousness

Best Practices

• •Embrace the "Wicked": Don't shy away from playful, slightly cheeky, or whimsical language. Use wordplay and lighthearted humor where appropriate, aligning with the "Wicked Good" name.
• •Always Highlight "Good": Consistently weave in the brand's core values: clean ingredients, vegan, cruelty-free, handcrafted, and consciously made. This builds trust and reinforces the "good" in Wicked Good.
• •Focus on Experience and Emotion: Connect scents to feelings, memories, and moments of joy, drawing from the founder's interest in aromachology. Describe how a fragrance makes you *feel*, not just what it smells like.
• •Be Descriptive and Evocative (with a twist): Use vivid language to describe the unique scent profiles, but maintain the playful and approachable tone. Think "Willy Wonka-esque" charm.
• •Create a "Scent Story" Persona: Develop a brand voice persona that is knowledgeable but fun, like a friendly scent sommelier who loves to share unique finds and a good laugh. Ensure this voice is consistent across all platforms, from product descriptions to social media replies.

Social Perception

Innovative & Unique, Ethical & Trustworthy, Fun & Playful, Hit-or-Miss on Longevity/Scent Profile, Good Value (especially subscription)

Copy Examples

• •Headline for a new, unique scent: "Smell Unforgettably You. Our latest potion? Freshly Baked Regret with a hint of Optimism. (Just kidding... mostly.) Discover [New Scent Name] – deliciously different, always Wicked Good."
• •Instagram caption for a floral perfume: "Stop and smell the... well, everything! Our handcrafted [Floral Perfume Name] is a vegan, cruelty-free explosion of joy for your senses. Get ready to bloom. #SmellWickedGood #CleanFragranceMagic"
• •Email subject line for Scent Club: "Your monthly dose of olfactory mischief has arrived! ✨"
• •Product description snippet for a cozy/gourmand scent: "Like a warm hug from your quirkiest, most fabulous friend. [Scent Name] wraps you in notes of [key note 1], [key note 2], and a sprinkle of pure, handcrafted happiness. Vegan, delightful, and oh-so-Wicked Good."
• •Website banner text: "Seriously Good Scents. Playfully Clean Perfumes. Handcrafted in Chicago, Loved Everywhere. Dare to be different. #SmellWickedGood"