Brand Tone

Elegant, Natural, Aspirational

Brand Values

• •Simplicity
• •Quality & Freshness
• •Everyday Beauty
• •Creativity & Experience

Best Practices

• •Use Evocative, Sensory Language: Instead of saying 'red roses,' use phrases like 'deep velvet roses.' Describe the feeling and atmosphere the flowers create 'a sense of calm,' 'a burst of joy,' 'quiet elegance.'
• •Emphasize 'The Club' as a Lifestyle: Frame the subscription as a membership or a lifestyle choice, not just a purchase. Use inclusive and aspirational language like 'Join the Club,' 'Welcome to a life in bloom,' and 'Your weekly moment of beauty awaits.'
• •Tell the Story Behind the Arrangement: For each bouquet, briefly explain the inspiration. Was it a season, a time of day, a feeling? This adds value and connects with the customer on an emotional level (e.g., 'Inspired by crisp autumn mornings...').
• •Maintain a Calm, Understated Voice: Avoid aggressive sales tactics, excessive exclamation points, or urgent calls-to-action. The tone should be confident and serene, letting the beauty of the product speak for itself. The call-to-action should be an invitation, not a command (e.g., 'Discover the collection,' 'Begin your journey').
• •Focus on 'Effortless Elegance': Consistently reinforce the core benefit: the brand does the work of curating and delivering beauty, so the customer can simply enjoy it. Use words like 'effortless,' 'curated,' 'seamless,' and 'delivered' to highlight convenience and quality.

Social Perception

Insular and Undefined

Copy Examples

• •Your weekly ritual of beauty. The elegance of fresh flowers, delivered. Join the Club.
• •Introducing 'Atardecer.' Inspired by the soft glow of sunset, this arrangement brings warmth and tranquility into your space. Discover the colors of calm.
• •Effortless and untamed. Our Wild Garden bouquet captures the spontaneous beauty of a meadow in bloom. A touch of nature's artistry for your home.
• •Create and Connect. Join our Wine and Flowers workshop to unwind, learn the art of floral design, and leave with a masterpiece of your own. Reserve your space.
• •Stop just admiring beautiful spaces create one. Club de las flores makes timeless elegance a part of your everyday. Tap to begin your subscription.