Brand Tone

Elegant & Sophisticated, Heritage-Focused & Traditional, Authoritative & Knowledgeable, Understated & Refined, Approachable (increasingly)

Brand Values

• •Heritage & Tradition
• •Quality & Craftsmanship
• •Timeless Elegance
• •Exclusivity & Luxury
• •Authenticity
• •Innovation (balanced with tradition)
• •Personalization

Best Practices

• •Weave in Heritage Naturally: Referencing the brand's long history, iconic address (89 Jermyn Street), Royal Warrants, or famous patrons should feel integral to the narrative, not forced.
• •Use descriptive language that evokes the sensory experience of luxury.
• •Let the quality, history, and accolades convey the brand's status.
• •Consistency across all platforms, from product descriptions to social media captions, is key.
• •Balance heritage with approachability to broaden appeal.

Social Perception

Prestigious & Respected, Associated with Royalty & History, High-Quality & Luxurious, Classic & Timeless, Authentic Family Business, Discreet & Elegant, Knowledgeable & Authoritative Source for Fragrance

Copy Examples

• •89 is the signature of timeless sophistication.
• •#FlorisLondon #Since1730 #BritishPerfumery #LuxuryFragrance #TimelessElegance
• •Explore nearly three centuries of British perfumery, Royal Warrants, and scents that tell a story.
• •Brand Story Snippet (About Us page): Nestled at 89 Jermyn Street since 1730, Floris stands as London's oldest independent family perfumer. Generations of expertise, a commitment to the finest ingredients, and a dedication to the art of fragrance define our enduring pursuit of timeless elegance.
• •Discover a fragrance as unique as you are with our bespoke perfumery service. Create your signature scent with Floris London.