Brand Tone

Irreverent & Humorous, Bold & Confident, Informal & Approachable, Enthusiastic & Passionate, Slightly Rebellious

Brand Values

• •Quality & Potency
• •Originality & Uniqueness
• •Australian Made & Owned
• •Fun & Inclusivity
• •Handmade Craftsmanship
• •Customer Satisfaction
• •Vegan-Friendly

Best Practices

• •Embrace the "Wack": Don't be afraid to be playful, use slang (appropriately for the Aussie context), and inject humor. The brand name itself gives permission to be unconventional. Think bold, a bit cheeky, and never boring.
• •Talk Like a Mate, Not a Megacorp: Use informal, conversational language. Address the audience directly and make them feel like part of an exclusive, fun club. Avoid overly corporate or stuffy jargon.
• •Highlight the Aussie & Handmade Charm: Consistently mention "Handmade in Sydney," "Aussie owned," and the use of local ingredients. This builds trust and local pride. Weave in local slang or cultural references where appropriate (like the "Kath & Kim" collection).
• •Focus on Sensory Overload (In a Good Way): Use vivid, exciting language to describe the intensity and uniqueness of the scents and the visual appeal of the tie-dye designs. Words like "knockout scent throw," "insanely fragrant," "eye-catching," and "chaos" are on-brand.
• •Be Confidently Unapologetic: The brand was born from a desire to be different and better than "weak-scented candles." This confidence should shine through in the copy. Own the uniqueness and the pop-culture focus without apology.

Social Perception

Highly Positive, Fun & Quirky, High Quality & Effective, Distinctive & Memorable, Community-Oriented

Copy Examples

• •Tired of candles that whisper? Ours SCREAM. 🔥 Introducing the [New Candle Name] – so ridiculously fragrant, your nan might just clutch her pearls (then ask where you got it). Handmade in Aus, packed with chaos, and guaranteed to make your house smell epic. Link in bio, you wack-adoodles!
• •Boring candles are a crime. Wick'ety Wack is your alibi. We make ridiculously scented, Aussie-made soy candles that look as wild as they smell. Ditch the duds. Embrace the wack.
• •Your nostrils called, they're bored. (We can fix that.)
• •Yeah, we went there. The [Quirky Scent Name] candle: smells like [hilarious/unexpected comparison, e.g., 'a unicorn's pool party' or 'your questionable life choices but in a good way']. Don't overthink it, just light it. You're welcome.
• •Glad your nose is as wack as ours! 😉 Thanks for the love – keep spreading the fragrant chaos!