Brand Tone

personal, passionate, encouraging, authentic, and warm, with an educational and supportive undertone

Brand Values

• •Authenticity and Transparency
• •Connection with Nature
• •Community and Support for Local Producers
• •Perseverance and Courage
• •Quality and Handcrafted Care

Best Practices

• •Always Tell the Story: Every piece of copy, from a social media post to a product label, should echo the brand's core story of passion, nature, and perseverance. Use storytelling to create an emotional connection.
• •Use "I" and "We" to Maintain a Personal Voice: Write as if the founder is speaking directly to the customer. This reinforces the personal, human element of the brand and avoids a cold, corporate tone.
• •Emphasize "Natural," "Organic," and "Handcrafted": These are not just keywords but core values. Consistently highlight the ecological cultivation methods and the personal care put into each product to build trust and justify quality.
• •Foster Community in Your Language: Use inclusive and encouraging language. Invite dialogue, ask questions, and feature other artisans or customer stories when possible. Position the brand as a hub, not just a seller.
• •Be Transparent and Honest: Don't be afraid to share the less glamorous parts of the journey, as shown in the founder's blog about the difficulties of the business. This authenticity builds immense trust and loyalty with the audience.

Social Perception

Overwhelmingly positive, perceived as an inspirational success story of Romanian entrepreneurship, led by an authentic founder who transformed passion into a thriving, soul-driven business. Customers view products as high-quality, natural, and effective, positioning the brand as a reliable source for organic lavender products and a proponent of a healthier lifestyle, while also being recognized as a community builder supporting local initiatives.

Copy Examples

• •From our field to your home. Feel the pure calm of nature with every drop. Our organic lavender essential oil is more than just a scent; it's a small bottle of tranquility, handcrafted with passion right here in Romania. Tap to bring a little piece of our dream into your life. #Fleurane #NaturalCalm #MadeInRomania
• •They said farming was tough. They said leaving my job was a risk. They were right. But five years ago, I took a leap of faith with a handful of lavender seedlings. Today, this purple field is my office. Every product we create holds a piece of this journey. Thank you for being a part of our story. ✨ #FleuraneStory #FollowYourDream #LavenderLove
• •Wrap your skin in a gentle embrace from nature. Our Lavender Moisturizing Cream combines the soothing power of our organic lavender with nourishing natural oils to hydrate and protect your skin. It's a simple, honest recipe for soft, healthy skin—made with soul, for your skin. #NatureFirst #HandcraftedSkincare
• •More than just a festival, it's a celebration of community! Join us at Lavanda Fest to meet the amazing local creators who, like us, pour their hearts into their craft. Come for the lavender, stay for the stories, the smiles, and the magic of Romanian artisanship. Let's grow together! #LavandaFest #SupportLocalRO
• •A little note from our lavender field... We believe in the power of small moments of peace. Whether it's a warm cup of tea or the soothing scent of lavender, these simple pleasures connect us back to what truly matters. This week, we're sharing a simple guide to creating your own evening relaxation ritual on our blog. Find your moment of calm with Fleurane.