+1-917-885-9509 hello@tanj.co

the-bouqs-naming
Spring is here, and Mother’s Day is coming up in just a few weeks. That means it’s time to start thinking about ordering flowers to send the fabulous mothers in your life. Of course, it’s always great to use a local florist when you can, but sometimes we end up using a big name brand.

Have you ever noticed that all of the big national floral delivery services feel identical? ProFlowers, 1-800-FLOWERS, Teleflora, FTD (Florists’ Transworld Delivery)… Their names sort of blend together in my mind, and none of the brands stand out as distinct from the others. When I’ve used these chains in the past, that meant I had zero brand loyalty; I would just use whichever one I could find a good coupon code for. (Sometimes when they added their shockingly high delivery fees on at the end, I’d end up scrapping the plan completely and opt to just send a nice card or hand-deliver a bouquet from Trader Joe’s.)

In a sea of sameness, The Bouqs is something completely different. It’s a really interesting brand, starting with the name. The style really stands out within the landscape — it doesn’t include a word derived from “flower;” instead, it’s a fun simplex name clipped from “bouquet.” It feels light, friendly, and conversational, like a really sweet and smart sorority girl. The Bouqs’ website is fresh, simple, and start-uppy, unlike the staid sites of competitors. Copy throughout is confident, fun, and friendly, with claims such as, “The world’s most genuine floral experience,” recommendations to “treat yo self!” and engaging language like, “Concierge Service is completely optional and completely awesome.”

In terms of brand experience, it doesn’t stop with simple navigation and a friendly voice: Shipping is included in the flat fee described up front, making the pricing completely open and clear on the main page of their website.

Residents of DC and NYC can get a similar brand experience from UrbanStems. The delivery area is much smaller, but you get the cool name, simple pricing, and interesting brand.

Whether you choose one of these newer services, 1-800-FLOWERS, your favorite local florist, or Trader Joe’s, don’t forget to send your mama flowers!

Looking for the latest on language & brands?

Join our mailing list for quarterly dispatches.

Way to Go! You're Subscribed!

Share This