Brand Tone

Friendly and Approachable, Artistic and Creative, Passionate and Joyful, Conscious and Caring, Playful and Modern

Brand Values

• •Sustainability and Environmental Responsibility
• •Support for Local & Community
• •Quality and Freshness
• •Artistry and Design
• •Customer Happiness and Connection
• •Ethical Consumerism

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your tone (e.g., Friendly, Artistic, Conscious, Joyful, Playful), including "words we use" and "words we avoid." Share this with anyone creating content.
• •Use "Crush" Playfully and Positively: Continue to incorporate the brand name and related terms ("crushing on," "send a crush," "the crush is mutual") in a lighthearted, positive way that aligns with affection and appreciation.
• •Highlight Values Authentically: Weave in your commitment to sustainability, local sourcing, and community naturally. Instead of just stating it, show it – "Lovingly made with blooms from just down the road," or "Packaged with the planet in mind."
• •Speak Like a Friend (but a Creative One): Use warm, approachable language. Ask questions, use contractions, and don't be afraid of an appropriate emoji. Balance this with descriptive, evocative language that reflects your artistic flair when describing flowers and designs.
• •Show, Don't Just Tell, the Joy: Use vibrant, positive language that evokes happiness. Focus on the feeling the flowers and gifts will bring to the recipient. Share customer testimonials that reflect this joy. Ensure imagery always aligns with this joyful and artistic aesthetic.

Social Perception

High-Quality Products, Excellent Customer Service, Beautiful Presentation, Joy-Inducing, Reliable Delivery, Ethical and Conscious Choice, Unique and Artistic, Community-Focused (Auckland)

Copy Examples

• •Instagram Post (New Bouquet): Say hello to our latest burst of sunshine! 🌿✨ Freshly picked from local growers and arranged with a whole lotta love, our new [Bouquet Name] is here to make someone's day (maybe yours?). Sustainably sourced, artfully designed, and guaranteed to bring the smiles. Who are you crushing on today? 😉 #CrushesFlowers #LocalBlooms #SustainableStyle #FlowerJoy #AucklandFlorist #[RelevantCity]
• •Website Banner (Mother's Day): Mum deserves all the crushes! 🥰 Spoil her with vibrant, locally sourced blooms and unique NZ-made gifts this Mother's Day. Consciously curated, beautifully presented. Order now for happy tears! #MothersDayMagic #CrushOnMum #ShopLocalNZ
• •Facebook Ad (Workshop): Unleash your inner flower artist! 🎨 Join our [Workshop Name] workshop and learn to create stunning arrangements with our expert florists. We're all about fun, creativity, and beautiful, sustainable blooms. Limited spots – book your happy hour with flowers! #CrushesWorkshops #FlowerSchool #DIYFlowers #AucklandEvents #CreativeCommunity
• •Product Description (Gift Box): The 'Little Box of Happy' from Crushes! 🎁 Packed with joy, this curated selection features [Product 1, e.g., a stunning posy of seasonal flowers], [Product 2, e.g., a handcrafted NZ chocolate bar], and [Product 3, e.g., an eco-friendly soy candle]. Each item is chosen with love, supporting local makers and kind-to-the-earth practices. Send a crush, send some happiness! #GiftLocal #SustainableGifting #CrushesCarePackage #ThoughtfulGifts
• •Email Newsletter Subject Line (Seasonal Offer): Bloom into Spring with a Little Crush! 🌸 Fresh arrivals + sustainable picks inside...(Body Snippet): Hey Flower Lover, get ready to fall in crush! Our new Spring Collection has just landed, bursting with the freshest seasonal blooms from our favourite local growers and delightful eco-conscious gifts. Let us help you spread some joy, sustainably! Explore the collection...