Brand Tone

The brand's tone is consistently poetic, earthy, and serene, evoking a sense of calm and a deep appreciation for the natural world. The language is gentle, descriptive, introspective, and often described as rustic, sensuous, and alluring, focusing on atmosphere, changing seasons, and the poetry of blooms.

Brand Values

• •Authenticity
• •Appreciation for Nature
• •Beauty in Imperfection
• •Mindfulness and Presence
• •Creativity as a Process

Best Practices

• •Embrace Sensory Language: Use descriptive words that appeal to the senses—touch, sight, and smell. Terms like "rustic," "earthy," "sensuous," "rough," "soft," and "dew-kissed" will reinforce the brand's tactile nature.
• •Use Metaphors from Nature: Frame concepts and feelings using natural imagery. For example, describe creative blocks as "winter fallows" or ideas as "spring buds." This aligns the language directly with the brand's core subject matter.
• •Maintain a Calm, Poetic Cadence: Structure sentences to create a gentle, flowing rhythm. Vary sentence length, but favor a tone that feels reflective and unhurried rather than abrupt and salesy.
• •Champion the 'Imperfect' and 'Wild': Consistently celebrate what is natural, untamed, and overlooked. Use words like "foraged," "wild," "unfettered," and "imperfect" to build on the value of authenticity and finding beauty beyond the conventional.
• •Speak from a Personal, Introspective Viewpoint: Use "I" to share personal reflections and observations, as seen on her Substack and website. This fosters a direct, authentic connection with the audience, making the brand feel less like a business and more like a shared journey.

Social Perception

Pernille Hoffmann is perceived as a talented artist and creative professional with a distinct, respected aesthetic, an expert in floral, food, and lifestyle visuals. She is seen as highly trusted for her artistic vision, capable of creating immersive imagery that transports viewers to nature, and as a creative consultant who can translate a company's essence into a visual identity.

Copy Examples

• •Some beauty is quiet. A whisper of petals unfurling in the morning light. I found this one by the old stone wall, a testament to the poetry that grows in the most unexpected places. A reminder to seek out the small, wild wonders. #WildBeauty #ThePoetryOfBlooms #SeasonalLiving
• •Bring the outside in. Our collection of photographic prints captures the fleeting moments of nature—the quiet dance of light on a leaf, the rich texture of a bloom. Earthy, serene art to ground your space and soothe your soul. Explore the gallery.
• •Subject: Reconnect with your creativity this autumn. Dear friend, I invite you to join me for a weekend of seeing and creating. We'll walk the fields, gather seasonal treasures, and learn to capture their stories through the lens. It’s more than a photography workshop; it’s a practice in presence. Let's find the beauty in the imperfect, together. Limited spots available.
• •From the earth to the table. We believe the most honest meals are told through simple, beautiful ingredients. In collaboration with [Client Brand], we've created a visual story that celebrates the rustic charm and sensuous journey of food. It’s a feast for the eyes and the soul.
• •My studio is wherever the light is good and my hands can get a little dirty. I believe in the power of a single, perfectly imperfect flower to tell a story. My work, whether for a gallery wall or a brand's campaign, is about finding the quiet poetry in the everyday and sharing it with the world.