I was researching how to write a brand voice description and reading it back felt so — dystopian? Surreal? Pointless?

Our country is turning into an autocracy - and I’m searching “how to create a consistent brand voice” ? Like everything is normal.

The point of spring creature is to be ever evolving, decaying, composting, flourishing - in a state of constant metamorphosis. Focused on beauty in the face of extinction - protecting creativity, individuality, and the “others” of our world.

Everything that is spring creature has changed since I first dreamed up the name in uhh 2013? The name was inspired by my love of Romanticism, and in turn their love of nature’s beauty and violence. The sublime, the small and existential feeling you get when faced with towering snowy peaks or a raging sea, a night sky full of stars and planets. Staring into the void. Something so much bigger than our human problems.

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ever evolving, decaying, composting, flourishing - in a state of constant metamorphosis

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So I don’t particularly care about brand voice, consistent colors or fonts. I value passion, storytelling, critical thought, and empathy.

This is artistic expression through scent (and maybe other objects) hand made, brought into the world to find people at the right time, and bring you magic. When I think of what I want to leave in this world, it would be knowing that I brought a small amount of beauty and wonder and peace to someone else through something I created.

My promise: I will always be open to constructive criticism and conversations, I feel that especially in the perfumery space there is so much appropriation of cultures. I will never sell in large retailers, this is not an endeavor I am looking to “maximize profits” or “optimize performance”. This is slow, building a community, this is personal.