Brand Tone

Artistic, Passionate, and Sophisticated.

Brand Values

• •Passion
• •Creativity
• •Expertise & Craftsmanship
• •Care & Generosity
• •Connection & Emotion

Best Practices

• •Lead with Artistry: Always describe products, whether floral or fragrance, using artistic and evocative language. Frame them as "creations," "compositions," or "works of art" rather than just products.
• •Emphasize the 'Why': Consistently circle back to the core values of passion, care, and connection. Explain why a particular bloom was chosen or what emotion a scent is meant to evoke. This reinforces the brand's depth.
• •Maintain a Sophisticated Vocabulary: Use an elevated and descriptive vocabulary. Words like "curated," "bespoke," "symphony," "evoke," and "artistry" align with the sophisticated and luxurious brand identity.
• •Showcase Expertise, Gently: Share knowledge and behind-the-scenes glimpses to highlight expertise without being overly technical. Talk about the origin of a flower or the complexity of a scent note to build authority and engage the audience.
• •Visual and Textual Harmony: Ensure the tone of the copy is perfectly matched by the visuals. The photography should be moody, artistic, and high-quality, reinforcing the sophisticated and passionate language used in the text.

Social Perception

A high-end, artistic, and expert-led floral design studio, perceived as a respected expert, artistic and high-quality, and community-oriented.

Copy Examples

• •An arch that whispers forever. We believe florals should do more than decorate—they should tell a story. Here, we wove passion, drama, and the promise of a new beginning into every bloom. A true work of art for a love that is its own masterpiece.
• •From a passion for petals to the art of perfume. Introducing Dogwood & Fir Fragrances—where scent becomes a story. Discover luxurious, handcrafted fragrances that evoke memory, mood, and deep emotion. Your new signature awaits.
• •Unleash your inner artist. Join our founder, Gilberto, for an immersive floral design workshop. Learn the secrets behind our signature arrangements and discover the craft, passion, and creativity that define Dogwood & Fir. Spaces are limited—reserve your moment to create.
• •The 'Midnight Garden' Bouquet. A curated symphony of deep velvets, rich textures, and unexpected foliage. Designed for those who appreciate the beauty in the shadows and the elegance in the unconventional. More than an arrangement, it's a statement.
• •Why do we do what we do? Because we believe in the power of a single stem to change a room, a single scent to unlock a memory. At Dogwood & Fir, every creation is an act of passion and an exercise in artistry. Thank you for being part of our story.