Brand Tone

Aspirational elegance, authenticity, and refined approachability. It is sophisticated but not exclusionary, with descriptive and evocative language that aims to transport the customer to the Ruckley Estate, conveying craftsmanship, passion, luxury, and high quality.

Brand Values

• •Quality and Realism: Creating 'no ordinary faux flowers,' with each stem being a detailed copy of a real example, emphasizing 'stunningly lifelike colours, textures and even scents' that are 'almost impossible to distinguish from the real thing.'
• •Heritage and Authenticity: A deep connection to the Ruckley Estate and its founder, Julie Bates, providing a strong sense of place and a personal touch.
• •Natural Inspiration: All designs are inspired by the 'botanical changes of the seasons' and the natural beauty of the estate, consistently communicated through imagery and descriptive texts.
• •Timeless Elegance: Focus on classic flowers and collections like the 'Couture Collection' and 'Weddings by Peony,' suggesting a focus on timeless style over fleeting trends.
• •Customer Trust: The RHS license and presence on reputable shopping channels like QVC build a strong foundation of trust and assurance of quality for the consumer.

Best Practices

• •Always Weave in the Brand Story: Consistently reference the Ruckley Estate, the natural inspiration, and the founder's passion as a unique brand asset.
• •Use Evocative and Sensory Language: Go beyond product descriptions with words that evoke elegance, nature, and timelessness, appealing to senses by describing textures, colors, and the 'feel' of an arrangement.
• •Highlight the RHS Endorsement Strategically: Mention this powerful mark of quality in key places like the homepage, about page, and in new customer campaigns to build trust and justify premium positioning.
• •Emphasize 'Faux' with Pride: Position 'faux' as a desirable benefit (everlasting, low-maintenance, perfectly captured beauty) using confident and positive language.
• •Maintain a Tone of Refined Elegance: Avoid overly casual or technical jargon. The language should reflect the premium quality, as if from a knowledgeable and passionate floral artist.

Social Perception

Largely positive, focusing on remarkable realism and quality. Customers are often surprised and delighted by how lifelike the flowers are, perceiving the brand as a premium option. The RHS association adds authority and credibility. The brand is seen as an accessible luxury, allowing customers to bring a piece of the 'Ruckley Estate' into their homes, with the founder's story adding emotional connection.

Copy Examples

• •Capture the fleeting beauty of an autumn afternoon. Inspired by the golden light and rich tones of our Shropshire estate, our new Maple Leaf Tree brings the warmth and elegance of the season into your home, forever.
• •The Art of the Unforgettable. Discover the Couture Collection, where botanical accuracy meets artistic design. Each arrangement is a masterpiece, handcrafted to bring timeless elegance to your most cherished spaces.
• •Welcome to a world where flowers never fade. At Peony, we believe in everlasting beauty. Explore our collections, inspired by the enchanting gardens of the Ruckley Estate, and find the perfect piece of forever for your home.
• •A love story in every petal. Our Simply Rose Arrangement captures the delicate blush and soft unfurling of a perfect English rose. So realistic, you'll be tempted to lean in for its scent. A timeless expression of romance and refinement.
• •Your 'I do' deserves to last a lifetime. With Weddings by Peony, your bridal bouquet and floral decor will remain as fresh and beautiful as your memories. Discover our exquisite, RHS-approved faux floral designs for your perfect day.