Urban Flowers

Vegan and sustainable shoes made with love by local producers in Rio Grande do Sul, south of Brazil.

Role
Positioning, Content Strategy, Content Writing, Social Media
Location
Brazil
Date
Mar 2020

How a brand can communicate its essence?

Urban Flowers came up to the world with a purpose: that it is possible to do good to the world with a quality, animal-free fashion.

The brand creates mostly shoes that result in a quality, loving product designed to be used in a timelessly and as a key piece in their wardrobe's clients.

They are handmade from disposed materials that comes from other industries, like textiles, by local producers in the Rio Grande do Sul, Brazil, who value and know the importance of a consciously created product. 

Rethinking positioning

There was a gap between who the brand is and how it was presented. Urban Flowers already had it all - amazing, ethical products and real values. Therefore, a key piece was missing - the brand wasn't showing their whole soul to their audience. There wasn’t a consistent positioning across the media platforms.

Brand therapy for a better expression

An audit of the brand’s content and its social platforms was performed, which helped to establish their territories and the brand’s universe, like feminism, sustainability,

natural lifestyle, slow fashion, animal protection, vegetarianism, and veganism. Then, a benchmark research helped to map their direct competition. That was the guide to create a unique tone of voice, content editorials and explore more formats instead of only focusing on selling the products.

Consistency and visibility to what matters most

The content strategy helped to reach more potential customers. Engagement, growth, brand awareness, connection with their audience on their social platforms, an increase in sales and the change Urban Flowers seek to make.

instagram stories
Instagram stories

Let’s start a revolution.

hi@veromotti.com