Brand Tone

The brand's tone is authentic, passionate, and welcoming, characterized by personal and heartfelt language that inspires joy and creativity. It has a whimsical and soulful feel, emphasizing the magic of creation and play.

Brand Values

• •Passion for Flowers
• •Community and Connection
• •Creativity and Inspiration
• •Sustainability and Nature
• •Authenticity and Joy

Best Practices

• •Lead with Passion, Not with Product: Always start from a place of love for flowers and the process. Share the "why" behind an offering, not just the "what."
• •Use Storytelling: Weave the brand's origin story and the personal journeys of the founders into your copy. People connect with authentic narratives.
• •Embrace Sensory and Evocative Language: Use words that evoke the sights, smells, and feelings of being in a garden. Terms like "magic," "soulful," "wander," "bursting with colour," and "nostalgic" align perfectly with the brand.
• •Foster a Sense of Community: Address your audience directly and invite them to participate. Use inclusive language like "together," "with us," and "join our community." Frame workshops and events as shared experiences.
• •Keep it Authentic and Personal: Maintain a warm, approachable tone. It 's okay to be a little whimsical and imperfect. The brand isn't about being a large-scale, flawless commercial operation; its charm lies in its "overblown, romantic" and heartfelt approach.

Social Perception

Flourish Urban Flower Farm is perceived as a charming and aspirational local gem, viewed as a beautiful escape and a source of creative learning. Its 'pick your own' events and workshops are seen as unique and desirable experiences, led by knowledgeable and passionate individuals who have turned their passion into a thriving, aesthetically pleasing business. The farm is celebrated for its contribution to the local community by providing beautiful, locally-grown flowers and a space for creative expression.

Copy Examples

• •There's a magic that happens when your hands are in the soil and your soul is with the flowers. Come find that magic with us. Our Dahlia Arranging Workshop is back this Saturday. We'll wander through the garden, choose the blooms that speak to you, and create something beautiful together. Limited spots, because we love keeping things cozy. Link in bio to join.
• •It started with a few seeds, a bit of lawn dug up during lockdown, and an obsession with dahlias. Flourish wasn't born from a business plan, but from a friendship sparked on Instagram and a shared problem: too many flowers! We believe in the simple joy of a garden-fresh bouquet, the therapy of creative play, and growing a business that always feels like fun. We're so glad you're here.
• •Your weekend escape is waiting. The garden is bursting with autumn colour, and we're opening the gates for you. Come spend a quiet morning with us, secateurs in hand, and create the bouquet of your dreams. We'll provide the bucket and some foliage; you bring your creativity. Let the flowers do the rest.
• •Tired of generic supermarket flowers? Our blooms are different. They're grown with love, right here in Cape Town, without the nasty sprays. They're nostalgic, a little wild, and full of personality —just like the gardens they come from. Bring a piece of our urban farm into your home. Order your Friday Flowers now for a weekend of beauty.
• •Good morning from the garden. Today's harvest is looking bright! We're getting ready for this weekend's orders. From our garden to your vase. We truly love sharing this beauty with you. What's your favourite flower we should grow next season?