COFLUER

The tone of voice is what will give your brand the impression of trustworthiness and it should stick to a concept. Tones of voice must to be consistent and that matches with customer expectation about your products.

Since it is a flower shop & cafe, to match both concepts we would suggest investing on a warm and kind tone of voice. Flowers are delicate by nature, and also feminine. The tone of voice should be subtle and evoke cosiness. Not formal, but not informal either. Chatty in the right measure.

The values that match with that are:

• friendly
• principled
• organic

Organic also evokes cleanness, so at the same time it is a warm tone of voice, the content itself should also find a clean balance. Therefore, something between descriptive (for the products) and evoking the feeling they bring in; not excessive adjectives, but something just right, softly, and used punctually. Not excessive but still warm because the final content result is pleasant, easy to read and understand, kind and welcoming – light as flowers and consistent as coffee.