Brand Tone

Knowledgeable & Authoritative, Passionate & Traditional, Quality-Focused, Helpful & Customer-Oriented, Classic & Timeless

Brand Values

• •Heritage & Experience
• •Passion for Nature
• •Quality & Craftsmanship
• •Expertise & Specialization
• •Customer Service & Problem Solving

Best Practices

• •Emphasize Heritage and Expertise: Regularly weave in the family history, years of experience, and specialized knowledge (e.g., "With three generations of know-how...", "Our iris specialists recommend...").
• •Use Passionate and Evocative Language (but remain grounded): Words like "passion," "love for nature," "art of horticulture," "beauty," "harmony" can convey enthusiasm, but should be balanced with factual descriptions of quality and expertise.
• •Focus on Quality and Longevity: Highlight the superior quality of plants and the enduring nature of their garden designs and services. Use terms like "exceptional," "premium," "hand-selected," "built to last," "timeless."
• •Maintain a Helpful and Guiding Voice: Position the brand as a knowledgeable partner for the customer's gardening journey. Offer advice, solutions, and demonstrate understanding of their needs (e.g., "Let us guide you...", "We understand the unique challenges of...", "Achieve the garden of your dreams with...").
• •Be Authentic and Rooted in Tradition: Avoid overly trendy jargon or fleeting marketing tactics. The language should reflect a classic, established, and trustworthy institution that values substance and enduring relationships with its customers and the plants they nurture.

Social Perception

Established & Respected, Specialist Resource, Traditional & Reliable

Copy Examples

• •For over 70 years, Vivaio Guido Degl'Innocenti has cultivated beauty and expertise in the heart of Tuscany. Discover our exceptional collection of plants, nurtured by three generations of passion, and let us help you create your perfect green oasis.
• •Rooted in tradition, flourishing with passion. Since 1952, our family has been dedicated to the art and science of horticulture. We don't just sell plants; we share a legacy of quality, knowledge, and a profound love for the natural world.
• •Imagine a garden that reflects your soul and thrives in the Tuscan climate. At Vivaio Guido Degl'Innocenti, our experienced landscape artisans combine timeless design principles with deep plant knowledge to create enduring outdoor sanctuaries. Your vision, our expertise.
• •The Iris: A masterpiece of nature, and a signature of our nursery. Explore our curated collection of vibrant and rare iris varieties, each one a testament to our dedication to horticultural excellence. Bring home a living jewel from Vivaio Guido Degl'Innocenti.
• •Transform your outdoor space with confidence. Speak with our horticultural experts at Vivaio Guido Degl'Innocenti. We offer personalized advice and solutions, drawing on decades of experience to bring your garden aspirations to life. Quality plants, enduring beauty.