Client: Flora Iliana is a floral design studio and flower shop known for artistic, seasonal arrangements.

Audience: Working adults, ages 25 and up, who buy flowers once or twice a month to decorate their homes. Price is a motivating factor due to this being a frequently purchased item but they also want to feel like they’re buying something special.

Tone: Lively, confident, attentive, inviting.

Challenge: Communicate the value of the business’s least expensive product without sounding too mundane or over-the-top.

Strategy: To create instant allure around the product I connected it to simple yet desirable concepts (joy and beauty). I also detached the product from its special occasion function while still providing it with a celebratory quality (making each brand new day a thing to celebrate). By doing so, the bouquet’s value and benefit (joy, beauty, and celebration) remains strong but the product has been repositioned as a piece of “everyday luxury.” This reduces buying hesitation from customers looking for a specialty item that is within the scope of a more casual purchase. “Signature brown wrap” further emphasizes the “everyday luxury” quality. “Your choice of large centerpiece blossom” was included to highlight the product’s specialness due to its customizability.