Client Challenge:

Ashley Tanzosh runs a “witchy” ritual candle company out of Georgia. Her candles are artisanally handcrafted for communing with nature, exploring the sacred, and connecting with the different seasons of pagan Wheel of the Year. The products are specifically designed to align with the Earth’s natural cycles of growth and change, as reflected in the ancient Celtic calendar, as well as the seasons of grief all humans go through in the course of their life cycle. In short: Ashley’s candles are so much more than simply candles. Their intentional design and corresponding prices require a seeker’s investment. It was my job to reflect the value of this investment in luminous, sweeping prose.

My Solution:

I decided to capture the magic and mysticism of Ashley’s ritual candles through word choice so smoldering, it could glow in the dark. The signature candle line’s slogan now boasts a product that is “Bewitchingly brewed, from first burn to final flicker.” My copy reads like a cozy magical bed-time story, but resonates with spiritual depth. By weaving references to Hecate, Greek goddess of witchcraft, and the seasons of the Wheel of the Year, prospective buyers are called to commune with something bigger, older, and more powerful than themselves. I even provide instructions for the Winter Solstice Beithe Moon ritual in the About page, illustrating the reflection and rest the perfect candle can inspire. Check out the final product below if you feel like being enchanted, too!

Tone of Voice

• Luminous
• Mystical
• Enchanting

Notable Lines: