Bloom Crafted Floristry
Bloom is a hip crafted floristry boutique devoted to creating meaningful flower art that expresses individual stories. Matching the right flower to the right owner requires not only skills but also passion and an avid understanding of every flower’s personality.
EMOTIONAL VALUE
Personalised and unique
Carefully selected
Specially crafted
Local shop
Organic/eco-friendly/eco-responsible
CONTEXT OF USE/NEEDS
A local flower boutique specialised in personalised flower arrangements.
PERSONALITY
Friendly but not bubbly
Elegant but not fancy
Young but not silly
Exquisite but not expensive
Trustworthy but not bossy
Cares about people’s needs and the environment
Is willing to listen and give personalised advice
Knows its flowers characteristics and personality very well
VALUES
Care: Cares about meeting individual needs
Eco-friendly: Organic and natural materials and eco-friendly practices
Expertise: Expert knowledge of the floristry industry
Optimistic: Every day is a new opportunity to be better
TONE OF VOICE
This flower boutique is an expert in flowers. With a friendly tone of voice but sophisticated, she welcomes everyone and is interested in getting to know him or her individually. Uncomplicated, simple yet beautiful, she’s natural in her expressions, authentic and genuine in her intentions. Her voice is warmly soft yet confident, easy-going and amicable. She’s ready to begin a new day optimistically, always addressing everyone by their name and wishing them a good day with a warm smile. She’s elegant and refined as she is natural and kind. She cares about people as much as about nature and the environment.
FLOWER BOUTIQUE DESCRIPTION
“Bloom is a hip crafted floristry boutique devoted to creating meaningful flower art that expresses individual stories. Matching the right flower to the right owner requires not only skills but also passion and an avid understanding of every flower’s personality.”
Selecting the right flowers and matching them according to the occasion and the people who will enjoy them is the effort we make everyday. It’s not only about a personal experience, but also about a fresh outlook to making every day the best possible, with a fresh new start.
At Bloom crafted floristry we take pride on knowing our flowers. Each flower, as each individual, has a distinctive personality. Some flowers grow only in winter, some only in Summer, most bloom in spring and some change in Autumn. Crafting flowers is a year-round, ever-changing experience, suitable for bighting up an ordinary day or highlighting an unforgettable moment in life.
By applying eco-friendly practices and using organic materials and renewable resources, we make nature our source of business. Because we care about the environment as much as we care about people, we are always eager to do what’s best to protect our planet while making special someone’s day.
PRODUCT CHARACTERISTICS
This is a crafted floristry
Each arrangement meets people’s needs
A personality description accompanies the floral arrangements
Includes a greeting card with optimistic quotes
Includes a brochure with the meaning of flowers
Includes small collectable pots as gifts ideas
Presented in an exclusive printed stock paper packaging
TARGET MARKET
Young women, aged 20 – 35 years old, students or working in starting to management positions
Economically independent or with enough money to spare in search of unique gifts ideas.
They are females looking for gifts that are different or highly specialized.
They love to be surrounded by delicate and artistic objects
These young women enjoy nature and care about protecting it. These women would take the time to select something special for someone special, it could be a quirky gift that’s hand crafted. They enjoy taking time to create small presents for people they care about. The love giving and receiving.
They like arty expressions, not particular contemporary art but something that looks visually expressive.
Optimistic and happy people
EMOTIONAL PROFILE
VISCERAL | How does it look & feel?
Aesthetics Bloom is inspired by the beauty and diversity of flora
Its hand-drawn typeface and linear illustrations depict sincerity and an arty flare
The flowers’ colours are protagonists and the illustration and packaging brings unity
Fresh design, quite modern and hip
Emotional
Connection Makes me feel special, as someone truly knows me and cares about me
LOOK AND FEEL
BEHAVIORAL | What does it do?
Performance
A diverse range of seasonal and year-round flowers
Local and small boutique
Flowers specialists
Gifts ideas for everyday as well as a special occasion
Label/packaging is hand rendered
Small collectable objects
Flower arrangements to suit every need
Special packaging design
REFLECTIVE | What does it mean?
Lifestyle Depicts a high-status, social and cheerful young woman, sensitive about nature
Storytelling A story of a quirky interest in flowers and making feel someone special
Scarcity Personalised arrangements – Unique gifts by personalised orders
Authenticity The local flower boutique that knows who you are and the flowers that suit you best
Collectability Collectable Pots ¬– Varied miniature plants for desk decoration of gift ideas
EMOTIONAL DIMENSIONS
Personality Submissive / Friendly
Interaction Low power / High status
Behaviour High motivation / Approach
Attention Back of mind / Voluntary
Value High stimulation / Pleasant
ENGAGEMENT METHODS
Customisation
Personalisation
Surprise
FLOWER BOUTIQUE STORY
BLOOM CRAFTED FLORISTRY STORY
Violeta always knew where her heart meets her dreams. She fell in love of nature at an early age, she had a particular fascination for bright flowers. Violeta learned everything there is to know about floristry from her mother, who would keep a greenhouse garden at home. Her lifetime dream was to open a flower shop where she would help people connect to flowers in a unique and special way. Violeta also had an arty streak, she would always create personalised gifts for her family and friend’s special occasions, from the cards to the wrapping paper and the objects inside, she would dedicate time and love to craft something special. The day she turned 20, she decided to start her own venture: a small local, highly crafted flower boutique she would call Bloom. By sharing her passion for flowers, she connects deeply with her customers. She knows them by name as she knows the name of every flower she looks after. She often calls herself a flower match-maker, matching people to the right flower, for the right moment to express the right sentiments to others. More than the art of crafting flowers, Bloom is the art of giving.
PIECES
Stationary
Letterhead
Business card
Envelope DLE
Rubber stamp – Crafted with love
Notepad
Packaging
Gift card
Envelope gift card
Stickers
Wrapping paper – flowers A2/A3
3pack – pots
3 pots (glasses)
Paper bag
Gifts
3 Seeds envelops – Postcards with folded quotes inside.
Local artists cards
Signage
Sign
REFERENCES
Floristry industry
http://openaflowershop.com/market-research.html
Inspiration
http://fullfillisme.com/work/onni-flower-market
http://creative-bag.blogspot.co.nz/2013/05/creative-inspiration-pretty-floral.html
http://hostesshandbook.com/category/flower-power/
http://www.flaxandtwine.com/2013/10/spread-some-surprise-love-how-to-wrap-a-mini-bouquet-of-thanks-diy/
http://www.whats-your-sign.com/zodiac-flower-signs.html