Brand Tone

Sophisticated & Elegant, British & Heritage-Inspired, Confident & Expert, Contemporary (with a nod to tradition), Approachable Luxury

Brand Values

• •Quality & Craftsmanship
• •British Identity
• •Innovation & Modernity
• •Customer Focus & Service (especially for Bespoke)
• •Design & Aesthetics
• •Integrity & Trust

Best Practices

• •Develop a Brand Voice Guide: Document key tonal attributes (e.g., "Sophisticated," "Confident," "British," "Contemporary Elegance"), provide examples of "do's and don'ts," and define a core vocabulary that reflects the brand.
• •Prioritize "British Luxury" with a Modern Edge: Consistently use language that evokes quality, heritage, and craftsmanship, but avoid sounding dated. Infuse a sense of contemporary design and innovation.
• •Emphasize Sensory Experience and Quality: Use evocative language to describe scents and the ambiance created by the products. Highlight the quality of ingredients ("natural oils," "hand-poured") and the "Made in England" aspect.
• •Maintain Confidence and Expertise (especially for Bespoke): When discussing bespoke services, adopt an authoritative yet collaborative tone, showcasing experience and the ability to deliver exceptional, tailored results.
• •Ensure Visual and Textual Harmony: The sophisticated and elegant tone of the copy should be consistently matched by high-quality, stylish imagery across all platforms, particularly Instagram and the website.

Social Perception

Luxury & High-End, Design-Conscious, Reputable & Established (within its niche), Innovative in Bespoke Services

Copy Examples

• •Website Hero Section: "Experience British luxury, redefined. Wick & Tallow crafts exquisitely scented candles and home fragrances, hand-poured in England to elevate your everyday."
• •Product Description (e.g., a bold, contemporary scent): "An olfactory statement. Our [Scent Name] candle blends audacious top notes with a refined heart, embodying modern British elegance. Hand-poured for a flawless burn and unforgettable fragrance."
• •Instagram Post (Lifestyle Image): "Transform your space into a sanctuary of scent and style. Wick & Tallow brings a touch of British individuality to the art of home fragrance. #WickAndTallow #BritishLuxury #ScentedCandles #HomeFragrance #MadeInUK"
• •Bespoke Services Pitch: "Your vision, our expertise. Wick & Tallow Bespoke collaborates with leading brands and discerning individuals to create signature fragrances that define and distinguish. Let us craft your unique olfactory story."
• •About Us Snippet: "From a Portobello market stall to a hallmark of British fragrance, Wick & Tallow was born from a passion for scent and design. We blend traditional craftsmanship with a contemporary vision to create truly exceptional products."