Brand Tone

Elegant and Sophisticated, Authentic and Rooted, Modern and Minimalist, Thoughtful and Conscious, Evocative and Story-driven

Brand Values

• •Heritage and Danish Identity
• •Nature and Naturality
• •Artistry and Craftsmanship
• •Sustainability and Responsibility
• •Inclusivity
• •Authenticity
• •Quiet Luxury

Best Practices

• •Embrace Understated Elegance: Avoid overly loud, ostentatious language. Opt for sophisticated, descriptive, and evocative words that convey quality and refinement without shouting. Think quiet luxury.
• •Weave in the Heritage Narrative: Consistently reference the Flora Danica atlas, Danish culture, and the philosophy of 'hygge'. This unique story is a key differentiator and should be subtly integrated into product descriptions, social media posts, and brand communications.
• •Highlight Natural and Sustainable Elements: Clearly communicate the commitment to natural ingredients, vegan formulations, refillable packaging, and other sustainable practices. This appeals to conscious consumers and reinforces core brand values.
• •Maintain a Minimalist and Aesthetically Conscious Voice: Mirror the Danish design principles of simplicity, functionality, and beauty in the copy. Keep sentences clear, concise, and impactful. Ensure the language complements the visual aesthetics of the brand.
• •Speak to Inclusivity and Modernity: Use gender-neutral language when describing the fragrances and their appeal. Emphasize the contemporary interpretation of a historical legacy, showing how the brand is both rooted and forward-thinking.

Social Perception

A Cultured and Artistic Brand, Premium and High-Quality, Authentically Scandinavian, Environmentally Conscious, Intriguing and Niche

Copy Examples

• •Headline: Flora Danica: Denmark's Essence, Bottled. Body: Inspired by a royal legacy of botanical art, our fragrances capture the raw beauty and quiet sophistication of the Danish spirit. Discover scents crafted with nature, heritage, and a touch of modern minimalism. For all, for always. #FloraDanicaParfums #DanishHeritage #ScentOfNature
• •Instagram Post: (Image: Aesthetically arranged perfume bottle with natural elements like wildflowers or moss) Caption: Rooted in the earth, refined by artistry. Our '1761' Eau de Parfum blends crisp citrus and deep forest notes, a contemporary homage to the year the legendary Flora Danica atlas began. Experience the thoughtful harmony of Danish nature. Refillable. Vegan. Naturally derived. #FloraDanica1761 #NordicScents #SustainableLuxury
• •Product Description (for 'Flower Muse'): Flower Muse is not just a scent; it's an olfactory poem to Denmark's wild, untamed meadows. A modern interpretation of florality, where delicate jasmine tea and sweet pea dance with iris, grounded by a whisper of sandalwood. Genderless, timeless, and crafted with up to 92% natural ingredients. #FlowerMuse #ModernFloral #DanishDesignInAScent
• •Brand Story Snippet (for website 'About Us' page): More than perfume, Flora Danica is a sensory journey into the heart of Denmark. We began with a vision: to translate the enduring legacy of the historic Flora Danica atlas and the quiet contentment of 'hygge' into exquisite, contemporary fragrances. Created in Denmark, perfected in France – each scent is a testament to nature's artistry and mindful craftsmanship. #TheFloraDanicaStory #CraftedWithCare
• •Short Ad Copy (for social media): Tired of the fleeting? Embrace the timeless. Flora Danica Parfums. Scents that tell a story of Danish nature, heritage, and sustainable elegance. Discover your signature. #FloraDanica #GenderlessFragrance #ScandinavianBeauty