Brand Tone

Authoritative & Expert, Passionate & Reverent, Educational & Nurturing, Traditional & Heritage-Focused, Refined & Aesthetic

Brand Values

• •Culture & Tradition
• •Quality & Excellence
• •Passion
• •Education & Knowledge Sharing
• •Patience & Dedication
• •Beauty & Harmony
• •Authenticity

Best Practices

• •Emphasize Heritage and Expertise: Always weave in the brand's rich history, the founder's pioneering spirit, and the expertise housed within the museum and university. Use phrases that convey authority and deep knowledge.
• •Use Evocative and Respectful Language: Describe bonsai not just as products, but as "living art," "masterpieces," or "symbols of nature's endurance." Reflect the reverence for the art form and its cultural origins.
• •Educate and Inform: Frame product descriptions and content around sharing knowledge. Explain the "why" behind techniques or the significance of certain styles, reinforcing the educational value of the brand.
• •Maintain a Refined and Cultured Voice: Avoid overly casual slang or overly aggressive sales tactics. The language should mirror the aesthetic quality and contemplative nature of bonsai.
• •Show, Don't Just Tell, Passion: Let the enthusiasm for bonsai shine through in descriptions of the plants' beauty, the joy of cultivation, and the cultural significance. Share stories that connect with the emotional and artistic aspects of bonsai.

Social Perception

Highly Respected Authority, Cultural Landmark, Source of Inspiration & Wonder, Educational Hub, Symbol of Dedication

Copy Examples

• •Crespi Bonsai: Where Ancient Art Meets Living History. Since 1977, we have passionately cultivated the art of bonsai, sharing its profound beauty and timeless traditions. Explore our collection, learn from masters at our Bonsai University, and discover a piece of living history for your own.
• •The Soul of Japan, Nurtured in Italy. Discover the Crespi Bonsai Museum. Journey through the world's first permanent bonsai museum, home to centuries-old masterpieces. Each tree tells a story of patience, dedication, and the enduring dialogue between nature and art.
• •Master the Art. Cultivate Serenity. Join the Crespi Bonsai University. Embark on an enriching learning experience with our renowned bonsai masters. From foundational techniques to advanced styling, our courses empower you to connect deeply with this ancient practice.
• •More Than a Plant, It's a Legacy. Find Your Perfect Bonsai at Crespi. Each Crespi bonsai is a testament to quality and horticultural artistry. We offer a curated selection of authentic bonsai, tools, and expert guidance to help you nurture your living masterpiece for years to come.
• •Preserving Tradition, Inspiring Passion. The Crespi Bonsai Heritage. For over four decades, Crespi Bonsai has been a beacon for bonsai enthusiasts worldwide. We are dedicated to upholding the rich cultural heritage of bonsai while inspiring a new generation of artists and admirers.