Brand Tone

authentic, rugged, and artistic

Brand Values

• •Authenticity and Craftsmanship
• •Connection to Nature and Place
• •Resilience and Independence
• •Passion and Artistry

Best Practices

• •Lead with the Story: Always connect the product back to the founder's story and the brand's unique location and lifestyle. This is the brand's most powerful differentiator.
• •Use Authentic and Grounded Language: Avoid corporate jargon and overly polished marketing speak. Use strong, simple, and evocative words that reflect the ruggedness and beauty of the American West.
• •Show, Don't Just Tell: Instead of saying "high-quality," describe the process and the materials. Talk about the "one-gal operation" and the time it takes to create each piece.
• •Emphasize the Connection to Nature: Regularly feature the flora, fauna, and landscapes of Montana in your copy and visuals. This reinforces the brand's core values and provides a constant source of fresh content.
• •Maintain a Personal Voice: Whether on social media or the website, the voice should always feel like it's coming from a real person, not a marketing team. Share personal anecdotes, challenges, and triumphs related to the craft and the lifestyle. This builds a strong, loyal community around the brand.

Social Perception

niche, high-quality, and authentic artisan brand

Copy Examples

• •Carved from leather, inspired by the wild. Our new wallets are more than just a place to keep your cards; they're a piece of the Centennial Valley. Each one is handcrafted, bearing the marks of a life lived close to nature. Built to last, just like the mountains they come from.
• •When she's not tooling leather, our founder Erika is out on the range, riding with the cattle and keeping an eye on the local grizzly population. That's not just a backstory; it's the soul of Flowers & Fringe. Every design is a story, every piece a testament to a life lived authentically.
• •Thank you for your interest in a custom piece. At Flowers & Fringe, every item is a collaboration between your vision and my craft, inspired by the rugged beauty of Montana. Please note that custom creations take time, as each is handcrafted with dedicated care and attention to detail. Let's create something as unique as you are.
• •Movement, freedom, and a touch of the untamed. Our fringe purses are designed for the adventurous spirit. Hand-cut from durable leather and featuring designs inspired by native wildflowers, this bag is ready for whatever the road —or the trail —may bring.
• •Flowers & Fringe isn't just a name; it's a promise. A promise of authentic craftsmanship, inspired by the wild heart of Montana. From the intricate floral patterns to the rugged fringe, every piece is handmade by our founder, Erika, reflecting a life of conservation, ranching, and artistry. This is where leather and landscape meet.