Sassy Pines

Brand Style Guide

A warm, inviting brand celebrating handcrafted non-toxic candles and home decor. Made with love by a woman veteran, empowering community through craft.

Logo

The Sassy Pines logo features a hand-carved pine tree with a signature-style wordmark, evoking authenticity, craftsmanship, and timeless warmth.

Current Logo

Refreshed Logo

Wordmark On Dark Background

Wordmark On Light Background

SP logo

Fav Icon

Horizontal Logo Partnership

Vertical Logo Partnership

Our Story

After my medical discharge from the Army (13 years served), I found myself feeling depressed and unsure what to do with my life. As I was moping around, I would turn to retail therapy as an escape and I found myself buying all sorts of candles. The smells made me feel so good. The memory of the different smells in Grandma's house. The wonderful smells of the summer drives to Mackinaw City with the car windows down. They made me feel alive.

So I got this idea. Why don't I create these smells for myself? I was hooked! I searched for the best organic, environmentally friendly, respiratory healthy wax blend on the market. As I was making these candles, it took me to a space so relaxing and exhilarating.

I shared my candles with some friends and they LOVED them. They said my candles put them in a happy place. If candle making makes me feel relaxed and exhilarated, perhaps it could do the same for others. I've always believed in supporting and uplifting people and women specifically.

Follow your heart, the path you desire and keep uplifting those around you. We succeed as a community in numbers, not as individuals.

Our Values

Community Driven

10% of all proceeds support K9s for Warriors

Handcrafted

Every candle hand-poured by a woman veteran with care

Non-Toxic

100% vegan, gluten-free, toxin-free, paraben-free, and phthalate-free

Color Palette

Our palette is inspired by natural elements—earth, sand, and the warm glow of candlelight. These colors create a cozy, inviting atmosphere that feels both timeless and comforting.

Charcoal

#3A3733

Primary dark tone for text and bold elements

Usage: Headers, logo, primary text

Warm Stone

#6B5D52

Secondary warm brown for body text

Usage: Body copy, secondary text

Raw wood

#E8DCC8

Warm cream tone reminiscent of raw wood

Usage: Backgrounds, accents, cards

Sand

#F5F1EB

Soft neutral for backgrounds

Usage: Page backgrounds, light fills

Soft White

#FFFFFF

For contrast and clarity

Usage: Cards, content areas, clean backgrounds

Sage

#CBD5C0

Accent color for a fresh feel

Usage: special callouts and backgrounds

Warm Amber

#D4A574

Accent color for warmth

Usage: Buttons, links, special callouts

Color Combinations

Primary combination for high contrast

Earthy, eco-friendly combination

Warm accent with clean background

Typography

Our typography system balances classic elegance with modern readability, creating a warm and approachable brand voice.

Headings Font Web

Josefin Sans • Sans Serif | Josefin Slab • Serif

Heading 1

Handcraf

Heading 2

Non-Toxic Candles

Heading 3

Made in the USA

Body Font Web

Josefin Slab • Serif

Body Text

Our candles are made from a blend of natural apricot, coconut, soy and a minimal amount of highly refined food-grade paraffin wax.

Small Text

Approximately 30-40 hours burn time per 10-ounce vessel

Heading Font Label/Print

Josefin Slab • Serif

Heading

Handcrafted with Love

Body Font Label/Print

Josefin Slab • Serif

Print Body Text

Our candles are made from a blend of natural apricot, coconut, soy and a minimal amount of highly refined food-grade paraffin wax.

Label Text

Approximately 30-40 hours burn time per 10-ounce vessel

Accent Font Web

Coquette Serif

Script Large

Follow your heart

Script Medium

Handmade with intention

Usage Note

Use the script font sparingly for quotes, special callouts, and product imagery.

Logo Font

Raustila • Script

Logo Lockup

Sassy Pines

Logo Subtext

GRASS LAKE, MICHIGAN

The script font adds authenticity and handcrafted charm.

Brand Voice & Personality

Sassy Pines speaks with warmth, authenticity, and a touch of playful confidence. We're your friend who makes amazing candles and wants to empower you too.

Warm & Welcoming

Like a friend inviting you into their cozy home

Do's ✓

•

Use conversational, friendly language

•

Share personal stories

•

Express genuine care

Don'ts ✗

•

Be overly formal or corporate

•

Use jargon or technical terms

•

Sound distant or cold

Sassy & Playful

Confident with a wink and a smile

Do's ✓

•

Show personality and humor

•

Be bold and confident

•

Have fun with wordplay

Don'ts ✗

•

Be sarcastic or mean

•

Overdo the sass

•

Lose authenticity

Empowering & Uplifting

Supporting women and building community

Do's ✓

•

Celebrate achievements

•

Encourage self-care

•

Foster connection

Don'ts ✗

•

Be preachy or condescending

•

Create division

•

Forget inclusivity

Authentic & Honest

Real stories, real values, real craftsmanship

Do's ✓

•

Share the veteran story

•

Be transparent about ingredients

•

Show the process

Don'ts ✗

•

Exaggerate or oversell

•

Hide information

•

Use empty marketing speak

Messaging Examples

✓ Good

Light it up, breathe it in, and let the stress melt away.

Every Sassy Pines candle is hand-poured with love by a woman veteran right here in Grass Lake, Michigan. We use only the good stuff—non-toxic, vegan, and so clean you could eat it (but please don't). 🌲

✗ Avoid

Premium Artisnal Candle Solutions

Sassy Pines offers premium handcrafted candle products manufactured with certified organic compounds in a domestic production facility. Our solutions provide optimal fragrance delivery systems.

Tagline Options

“Handcrafted with love, lit with purpose” "Where sass meets serenity""Made with love by a woman veteran"

Sassy Pines Brand Guide • 2026

Download Kit

Contact Us

Sassy Pines

Brand Style Guide

A warm, inviting brand celebrating handcrafted non-toxic candles and home decor. Made with love by a woman veteran, empowering community through craft.

Logo

The Sassy Pines logo features a hand-carved pine tree with a signature-style wordmark, evoking authenticity, craftsmanship, and timeless warmth.

Current Logo

Refreshed Logo

Wordmark On Dark Background

Wordmark On Light Background

SP logo

Fav Icon

Horizontal Logo Partnership

Vertical Logo Partnership

Our Story

After my medical discharge from the Army (13 years served), I found myself feeling depressed and unsure what to do with my life. As I was moping around, I would turn to retail therapy as an escape and I found myself buying all sorts of candles. The smells made me feel so good. The memory of the different smells in Grandma's house. The wonderful smells of the summer drives to Mackinaw City with the car windows down. They made me feel alive.

So I got this idea. Why don't I create these smells for myself? I was hooked! I searched for the best organic, environmentally friendly, respiratory healthy wax blend on the market. As I was making these candles, it took me to a space so relaxing and exhilarating.

I shared my candles with some friends and they LOVED them. They said my candles put them in a happy place. If candle making makes me feel relaxed and exhilarated, perhaps it could do the same for others. I've always believed in supporting and uplifting people and women specifically.

Follow your heart, the path you desire and keep uplifting those around you. We succeed as a community in numbers, not as individuals.

Our Values

Community Driven

10% of all proceeds support K9s for Warriors

Handcrafted

Every candle hand-poured by a woman veteran with care

Non-Toxic

100% vegan, gluten-free, toxin-free, paraben-free, and phthalate-free

Color Palette

Our palette is inspired by natural elements—earth, sand, and the warm glow of candlelight. These colors create a cozy, inviting atmosphere that feels both timeless and comforting.

Charcoal

#3A3733

Primary dark tone for text and bold elements

Usage: Headers, logo, primary text

Warm Stone

#6B5D52

Secondary warm brown for body text

Usage: Body copy, secondary text

Raw wood

#E8DCC8

Warm cream tone reminiscent of raw wood

Usage: Backgrounds, accents, cards

Sand

#F5F1EB

Soft neutral for backgrounds

Usage: Page backgrounds, light fills

Soft White

#FFFFFF

For contrast and clarity

Usage: Cards, content areas, clean backgrounds

Sage

#CBD5C0

Accent color for a fresh feel

Usage: special callouts and backgrounds

Warm Amber

#D4A574

Accent color for warmth

Usage: Buttons, links, special callouts

Color Combinations

Primary combination for high contrast

Earthy, eco-friendly combination

Warm accent with clean background

Typography

Our typography system balances classic elegance with modern readability, creating a warm and approachable brand voice.

Headings Font Web

Josefin Sans • Sans Serif | Josefin Slab • Serif

Heading 1

Handcrafted

Heading 2

Non-Toxic Candles

Heading 3

Made in the USA

Body Font Web

Josefin Slab • Serif

Body Text

Our candles are made from a blend of natural apricot, coconut, soy and a minimal amount of highly refined food-grade paraffin wax.

Small Text

Approximately 30-40 hours burn time per 10-ounce vessel

Heading Font Label/Print

Josefin Slab • Serif

Heading

Handcrafted with Love

Body Font Label/Print

Josefin Slab • Serif

Print Body Text

Our candles are made from a blend of natural apricot, coconut, soy and a minimal amount of highly refined food-grade paraffin wax.

Label Text

Approximately 30-40 hours burn time per 10-ounce vessel

Accent Font Web

Coquette Serif

Script Large

Follow your heart

Script Medium

Handmade with intention

Usage Note

Use the script font sparingly for quotes, special callouts, and product imagery.

Logo Font

Raustila • Script

Logo Lockup

Sassy Pines

Logo Subtext

GRASS LAKE, MICHIGAN

The script font adds authenticity and handcrafted charm.

Brand Voice & Personality

Sassy Pines speaks with warmth, authenticity, and a touch of playful confidence. We're your friend who makes amazing candles and wants to empower you too.

Warm & Welcoming

Like a friend inviting you into their cozy home

Do's ✓

•

Use conversational, friendly language

•

Share personal stories

•

Express genuine care

Don'ts ✗

•

Be overly formal or corporate

•

Use jargon or technical terms

•

Sound distant or cold

Sassy & Playful

Confident with a wink and a smile

Do's ✓

•

Show personality and humor

•

Be bold and confident

•

Have fun with wordplay

Don'ts ✗

•

Be sarcastic or mean

•

Overdo the sass

•

Lose authenticity

Empowering & Uplifting

Supporting women and building community

Do's ✓

•

Celebrate achievements

•

Encourage self-care

•

Foster connection

Don'ts ✗

•

Be preachy or condescending

•

Create division

•

Forget inclusivity

Authentic & Honest

Real stories, real values, real craftsmanship

Do's ✓

•

Share the veteran story

•

Be transparent about ingredients

•

Show the process

Don'ts ✗

•

Exaggerate or oversell

•

Hide information

•

Use empty marketing speak

Messaging Examples

✓ Good

Light it up, breathe it in, and let the stress melt away.

​

​

​

Every Sassy Pines candle is hand-poured with love by a woman veteran right here in Grass Lake, Michigan. We use only the good stuff—non-toxic, vegan, and so clean you could eat it (but please don't). 🌲

✗ Avoid

Premium Artisnal Candle Solutions

Sassy Pines offers premium handcrafted candle products manufactured with certified organic compounds in a domestic production facility. Our solutions provide optimal fragrance delivery systems.

Tagline Options

“Handcrafted with love, lit with purpose” "Where sass meets serenity""Made with love by a woman veteran"

Sassy Pines Brand Guide • 2026

Download Kit

Contact Us

Sassy Pines

Brand Style Guide

A warm, inviting brand celebrating handcrafted non-toxic candles and home decor. Made with love by a woman veteran, empowering community through craft.

Logo

The Sassy Pines logo features a hand-carved pine tree with a signature-style wordmark, evoking authenticity, craftsmanship, and timeless warmth.

Current Logo

Refreshed Logo

Wordmark On Dark Background

Wordmark On Light Background

SP logo

Fav Icon

Horizontal Logo Partnership

Vertical Logo Partnership

Our Story

After my medical discharge from the Army (13 years served), I found myself feeling depressed and unsure what to do with my life. As I was moping around, I would turn to retail therapy as an escape and I found myself buying all sorts of candles. The smells made me feel so good. The memory of the different smells in Grandma's house. The wonderful smells of the summer drives to Mackinaw City with the car windows down. They made me feel alive.

So I got this idea. Why don't I create these smells for myself? I was hooked! I searched for the best organic, environmentally friendly, respiratory healthy wax blend on the market. As I was making these candles, it took me to a space so relaxing and exhilarating.

I shared my candles with some friends and they LOVED them. They said my candles put them in a happy place. If candle making makes me feel relaxed and exhilarated, perhaps it could do the same for others. I've always believed in supporting and uplifting people and women specifically.

Our Values

Community Driven

10% of all proceeds support K9s for Warriors

Handcrafted

Every candle hand-poured by a woman veteran with care

Non-Toxic

100% vegan, gluten-free, toxin-free, paraben-free, and phthalate-free

Color Palette

Our palette is inspired by natural elements—earth, sand, and the warm glow of candlelight. These colors create a cozy, inviting atmosphere that feels both timeless and comforting.

Charcoal

#3A3733

Primary dark tone for text and bold elements

Usage: Headers, logo, primary text

Warm Stone

#6B5D52

Secondary warm brown for body text

Usage: Body copy, secondary text

Raw wood

#E8DCC8

Warm cream tone reminiscent of raw wood

Usage: Backgrounds, accents, cards

Sand

#F5F1EB

Soft neutral for backgrounds

Usage: Page backgrounds, light fills

Soft White

#FFFFFF

For contrast and clarity

Usage: Cards, content areas, clean backgrounds

Sage

#CBD5C0

Accent color for a fresh feel

Usage: special callouts and backgrounds

Warm Amber

#D4A574

Accent color for warmth

Usage: Buttons, links, special callouts

Color Combinations

Primary combination for high contrast

Earthy, eco-friendly combination

Warm accent with clean background

Typography

Our typography system balances classic elegance with modern readability, creating a warm and approachable brand voice.

Headings Font Web

Josefin Sans • Sans Serif | Josefin Slab • Serif

Heading 1

Handcrafted with Love

Heading 2

Non-Toxic Candles

Heading 3

Made in the USA

Body Font Web

Josefin Slab • Serif

Body Text

Our candles are made from a blend of natural apricot, coconut, soy and a minimal amount of highly refined food-grade paraffin wax. These candles are a vegan blend that has a creamy white appearance and provides an excellent fragrance throw.

Small Text

Approximately 30-40 hours burn time per 10-ounce vessel

Heading Font Label/Print

Josefin Slab • Serif

Heading

Handcrafted with Love

Body Font Label/Print

Josefin Slab • Serif

Print Body Text

Our candles are made from a blend of natural apricot, coconut, soy and a minimal amount of highly refined food-grade paraffin wax. These candles are a vegan blend that has a creamy white appearance and provides an excellent fragrance throw.

Label Text

Approximately 30-40 hours burn time per 10-ounce vessel

Accent Font Web

Coquette Serif

Script Large

Follow your heart

Script Medium

Handmade with intention

Usage Note

Use the script font sparingly for quotes, special callouts, and product imagery. This adds personality while maintaining readability.

Logo Font

Raustila • Script

Logo Lockup

Sassy Pines

Logo Subtext

GRASS LAKE, MICHIGAN

The script font adds authenticity and handcrafted charm.

Brand Voice & Personality

Sassy Pines speaks with warmth, authenticity, and a touch of playful confidence. We're your friend who makes amazing candles and wants to empower you too.

Warm & Welcoming

Like a friend inviting you into their cozy home

Do's ✓

•

Use conversational, friendly language

•

Share personal stories

•

Express genuine care

Don'ts ✗

•

Be overly formal or corporate

•

Use jargon or technical terms

•

Sound distant or cold

Sassy & Playful

Confident with a wink and a smile

Do's ✓

•

Show personality and humor

•

Be bold and confident

•

Have fun with wordplay

Don'ts ✗

•

Be sarcastic or mean

•

Overdo the sass

•

Lose authenticity

Empowering & Uplifting

Supporting women and building community

Do's ✓

•

Celebrate achievements

•

Encourage self-care

•

Foster connection

Don'ts ✗

•

Be preachy or condescending

•

Create division

•

Forget inclusivity

Authentic & Honest

Real stories, real values, real craftsmanship

Do's ✓

•

Share the veteran story

•

Be transparent about ingredients

•

Show the process

Don'ts ✗

•

Exaggerate or oversell

•

Hide information

•

Use empty marketing speak

Messaging Examples

✓ Good

Light it up, breathe it in, and let the stress melt away.

Every Sassy Pines candle is hand-poured with love by a woman veteran right here in Grass Lake, Michigan. We use only the good stuff—non-toxic, vegan, and so clean you could eat it (but please don't). 🌲

✗ Avoid

Premium Artisnal Candle Solutions

Sassy Pines offers premium handcrafted candle products manufactured with certified organic compounds in a domestic production facility. Our solutions provide optimal fragrance delivery systems.

Tagline Options

“Handcrafted with love, lit with purpose” "Where sass meets serenity""Made with love by a woman veteran"

Sassy Pines Brand Guide • 2026

Download Kit

Contact Us

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