Brand Tone

Warm, artisanal, and relatable. It's inviting and personal, reflecting a small-batch, handmade ethos. It's also knowledgeable about product features and can be playful and humorous.

Brand Values

• •Craftsmanship & Quality
• •Health & Eco-Consciousness
• •Personal Connection & Gifting
• •Community & Aspiration

Best Practices

• •Lead with Sensory Language: Focus on describing the feeling and experience of the scents. Use evocative words that tap into memory and emotion (e.g., "the crisp scent of a mountain cabin," "the sweet nostalgia of fresh banana bread").
• •Always Weave in the "Why": In every description, mention a core value. Don't just say "soy candle"; say "clean-burning soy wax for a healthier home." Don't just say "handmade"; say "hand-poured in small batches for unmatched quality."
• •Maintain a Personal & Relatable Voice: Use "we" and "our" to reinforce the small-business, human-centric feel. Address the customer directly with "you" and "your." Share behind-the-scenes moments and stories to build a stronger connection.
• •Balance Warmth with Wit: While the primary tone is warm and cozy, don't be afraid to lean into the clever and humorous voice seen in the "Sarcastic Quotes" collection. This dual-tone approach makes the brand more dynamic and relatable, appealing to a broader audience.
• •Create a Keyword Glossary: Develop an internal list of "on-brand" words (e.g., illuminate, cozy, handcrafted, artisanal, elevate, serene, heartfelt) and "off-brand" words (e.g., cheap, artificial, mass-produced). Use this as a guide for all team members who write copy to ensure consistency across all channels.

Social Perception

Emerging and positively received, perceived as a high-quality, trustworthy small business. It connects with diverse customer segments through unique product themes and resonates with modern consumers due to its transparency and sustainability focus.

Copy Examples

• •Sunday checklist: a good book, a warm drink, and the gentle crackle of a wooden wick. Our Cozy Home candle, with notes of cinnamon and vanilla, is the final touch for a perfect day in. Hand-poured in small batches to make your space feel like a hug. #WicksAndWorks #CozyVibes #HandmadeCandle
• •Did you know what's in your candle? At Wicks & Works Collective, we believe in transparency. That’s why we only use 100% natural soy wax and phthalate-free fragrances. No toxins, just pure, beautiful scent. Illuminate your home with a candle you can feel good about. Explore our collection of eco-friendly fragrances today.
• •Stop searching for the perfect gift—create it. With our custom photo candles and personalized coasters, you can turn a favorite memory into a cherished keepsake. Handcrafted with love in our Queens workshop. Perfect for birthdays, anniversaries, or just because. Design yours now!
• •For the friend whose clock runs on its own time. This candle won't fix their punctuality, but its calming lavender and white sage scent might make the wait a little less stressful. Hand-poured with 100% soy wax, because even though they're late, they still deserve the best. A perfect, tongue-in-cheek gift for the chronically tardy person in your life.
• •From Our Home to Yours. Wicks & Works Collective was born from a passion for creating moments of warmth and connection. Every candle is hand-poured in New York, combining natural soy wax with luxurious fragrances to elevate your everyday.