Brand Tone

authentic, passionate, and eco-conscious, with a friendly and approachable, sometimes humorous, overlay, especially on TikTok

Brand Values

• •Artisanship & Handmade Quality
• •Eco-responsibility & Sustainability
• •Ethical Sourcing & Practices
• •Passion & Creativity
• •Local Collaboration & Community
• •Transparency & Authenticity
• •Customer Well-being

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of Mallowick's tone (authentic, passionate, eco-conscious, friendly, with a touch of Corsican charm and occasional humor). Include approved vocabulary, "do's and don'ts," and examples for different platforms. This ensures anyone creating content understands the desired voice.
• •Always Weave in Core Values: Ensure that the values of artisanship, eco-responsibility, ethical sourcing, and passion are subtly or overtly present in most communications. For example, even a simple product post can mention "handmade with natural soy wax."
• •Adapt Tone to the Platform, Not the Core Identity: While the playful humor on TikTok is effective there, the core messages of quality, nature, and artisanship should still underpin it. The website might be more descriptive and elegant, while Instagram focuses on visual storytelling, but all should feel like they come from the same brand.
• •Tell the Story: Continuously share the "why" behind Mallowick Candles – the founder's passion, the commitment to Corsica, the collaboration with artists. Storytelling makes the brand more relatable and memorable, reinforcing its authentic tone.
• •Engage Authentically: When responding to comments or messages, maintain the friendly, approachable, and passionate tone. Use real language, show gratitude, and be transparent. This is especially important for a brand that emphasizes its artisanal, human-centric nature.

Social Perception

Positive Customer Feedback: Customers perceive the brand very positively, highlighting the beauty, scent quality, and natural aspects of the candles. Reviews use terms like "magnificent," "wonderfully good smell," and "natural." Artisanal and High-Quality: The emphasis on "handmade," "artisanal," and quality ingredients from Grasse likely leads to a perception of a premium, carefully crafted product. Eco-Conscious and Ethical: The strong messaging around eco-friendliness, vegan products, and ethical sourcing appeals to conscious consumers. Corsican Identity: The "Made in Corsica" aspect and collaboration with local artisans add a unique regional identity and a sense of supporting local craftsmanship. Approachable Artisan: Through TikTok, the founder appears relatable and passionate, which can foster a stronger connection with the audience.

Copy Examples

• •Instagram Post (Image: Beautifully lit Mallowick candle in a cozy setting): Text: Crafted by hand, scented by nature. ✨ Each Mallowick candle is a little piece of Corsican soul, poured with passion and the finest eco-friendly ingredients. Breathe in the calm, exhale the day. What scent transports you home? #MallowickCandles #HandmadeLuxury #CorsicanCraft #EcoFriendlyLiving #ScentedSanctuary Tone: Passionate, eco-conscious, evocative.
• •Website Product Description (For a new seasonal candle): Text: Introducing 'Rivages d'Automne' – where the crisp Corsican air meets the warmth of spiced woods. Hand-poured with vegan soy wax and infused with Grasse-crafted perfumes, this limited-edition candle captures the fleeting beauty of autumn by the sea. Let its gentle flame and rich aroma envelop your senses, creating a haven of tranquility in your home. Ethically made, exquisitely scented. Tone: Refined, descriptive, highlighting quality and natural origins.
• •TikTok Video Script (Founder at a market, looking a bit tired but smiling): Caption: Market days: 50% hoping you don't talk to your candles too much, 50% pure joy when you stop by to say hi! 👋 Come find your new favorite scent and support this happy (and slightly caffeine-dependent) artisan! 😉 #MallowickCandles #ArtisanLife #HandmadeWithLove #SupportSmall #Corsica #FunnyReels Voiceover/Text on screen: The glamour vs. the reality of being a candlemaker! But wouldn't trade these moments. Tone: Humorous, authentic, approachable.
• •Facebook Ad (Carousel showing different candle designs, including "The Artist" collection): Headline: More Than Just a Candle, It's a Corsican Story. Body: Discover Mallowick Candles: where eco-conscious values meet artisanal craftsmanship. From our signature scents to unique collaborations with local Corsican potters, each candle is handmade with love, natural waxes, and perfumes from Grasse. Illuminate your world, sustainably. Shop now & get 10% off your first order! #MallowickMagic #EthicalHome #ArtisanalCandles #MadeInCorsica #ShopLocalOnline Tone: Authentic, value-driven, community-focused.
• •Email Newsletter Snippet (Highlighting eco-friendly practices): Subject: Shine Bright, Live Green: Our Eco-Commitment to You. Body: At Mallowick Candles, creating beautiful scents for your home goes hand-in-hand with our love for the planet. That's why every candle is hand-poured using natural, biodegradable soy wax, vegan ingredients, and fragrances free from harmful toxins. We partner with European suppliers and local Corsican artisans to bring you a product that's as kind to the earth as it is to your senses. Learn more about our sustainable journey [link to 'Our Story' or a blog post]. Tone: Eco-conscious, transparent, passionate.