Brand Tone

Artistic, Unconventional, and Passionate

Brand Values

• •Creativity and Uniqueness
• •Artistic Expression
• •Passion and Love
• •Sustainability and Mindfulness
• •Inclusivity and Social Responsibility

Best Practices

• •Maintain the "Art, Not Trade" Lexicon: Always use words like "composition," "creation," "art form," "sculptural," and "textural" instead of "bouquet" or "arrangement." This reinforces the brand's premium, artistic positioning.
• •Embrace the Unconventional: Don't shy away from confident, slightly edgy descriptions. Phrases like "a little alien" or "defy convention" are core to the brand's disruptive identity. Keep the tone bold and expressive.
• •Lead with Passion and Purpose: Weave the founder's story and the "why" behind the brand into communications. Mentioning that pieces are "made with love" or referencing the healing power of flowers connects with customers on an emotional level.
• •Be Consistently Inclusive: Continue using friendly and inclusive salutations like "Hey Bby's." Ensure all communications reflect the brand's values as a safe and welcoming space for everyone.
• •Balance Art with Accessibility: While the tone is artistic, the language should remain clear and passionate. The goal is to make clients feel they are commissioning a piece of art, but in a way that is exciting and approachable, not alienating. Continue to pair the artistic narrative with clear calls to action for event or subscription inquiries.

Social Perception

Blossm Bby is perceived as a trailblazer in the new generation of Australian floristry. It is seen as a high-end, artistic, and fashionable brand, regularly collaborating with other creative and fashion-forward brands like Suku Home and Sans Beast. The founder, India Robinson, is recognized as a creative director who is disrupting the industry with vibrant and dynamic creations. Customers and collaborators expect a "Blossm Bby piece" to be unique, made with love, and visually striking. The brand has built a strong reputation and a "cult following" through its distinctive style and strong presence on Instagram, which serves as a gallery for its work.

Copy Examples

• •Sculpting with nature. We poured our hearts into creating this textural dreamscape for [Client/Event Name]. We believe in florals that feel alive, that challenge convention, and that leave a lasting memory. This isn't just decoration; it's a feeling. #BlossmBby #FloralArt #EventStyling #MelbourneFlorist #Unconventional
• •Founded in 2019 by India Robinson, Blossm Bby is more than a floral studio—it's an art practice. We defy the traditional, seeking out the weird and the wonderful to create compositions that are as unique as our clients. Based in Melbourne, we are passionate about sustainable practices, inclusive values, and the simple, healing power of flowers.
• •Subject: A new season is blossoming... Body: "Hey bbys, The wait is almost over. We’ve been quietly working behind the scenes, and our new studio is ready to bloom. Get ready for a new era of Blossm Bby, filled with the same artistic spirit and unconventional beauty you love. Stay tuned for event bookings and subscription openings."
• •Elevate your space with more than just flowers. A Blossm Bby corporate subscription delivers a fresh, artistic statement to your office each week. Our unconventional designs are crafted to inspire creativity and conversation. Let us transform your environment with the art of florals.
• •The hunt for the weird and wonderful. Every creation starts with hand-picked stems. We don’t do boring. ✨ #BlossmBby #FloralArtist #TheProcess