Brand Tone

Passionate, Authentic, and Community-Focused

Brand Values

• •Support for Local Artisans
• •Quality and Craftsmanship
• •Passion for Plants
• •Community
• •Sustainability & Eco-Consciousness

Best Practices

• •Prioritize Storytelling Over Selling: Always lead with the human element. The story of the artisan or the unique origin of the plant is your most powerful tool. Frame every product as part of a larger narrative of passion and craft.
• •Use a "Passionate" Vocabulary: Maintain a consistent lexicon of words that reflect your values. Regularly use terms like passion, artisan, savoir-faire (know-how), community, discover, nurture, and unique.
• •Champion the "Why": In every piece of communication, reinforce why bloowm exists. Remind the audience that their purchase has a positive impact—it supports a local creator, promotes quality, and fosters a community.
• •Speak "With" the Customer, Not "At" Them: Use a warm, inclusive, and encouraging tone. Ask questions in social media captions (e.g., "What new plant is on your wishlist?") to foster engagement and make your audience feel like part of the bloowm family.
• •Create a Simple Brand Voice Guide: Document the key elements of your tone and values. Include a list of "on-brand" words and "off-brand" words (e.g., avoid "cheap," "deal," "mass-produced") to ensure anyone creating content for bloowm can maintain consistency.

Social Perception

Viewed as a niche, high-quality marketplace for discerning customers who appreciate unique plants with known origins. Perceived as trustworthy, mission-driven, and an ethical alternative to large garden centers, creating strong customer loyalty due to its focus on artisans and their stories.

Copy Examples

• •Meet Marc of 'Le Jardin de Marc'. For him, every Hoya is a living work of art, nurtured with patience and passion in his small workshop in Lyon. When you bring one of his plants home, you're not just getting a plant—you're getting a piece of his story. Discover his collection exclusively on the bloowm marketplace. #bloowm #ArtisanDuVégétal #SupportLocal #PlantesRares
• •From Our Artisans' Hands to Your Home. Discover unique plants, grown with love by the best independent growers in France. Welcome to our community.
• •The Antidote to Mass-Produced Plants. Looking for more than just a plant? At bloowm, we connect you with passionate local artisans who pour their hearts into everything they grow. Shop sustainably, support small businesses, and find a plant with a soul. Explore the marketplace.
• •A story (and a beautiful plant) from Provence awaits you...
• •Grown by the expert hands of Claire in her Brittany greenhouse, this Calathea has been individually cared for to ensure its vibrant, healthy leaves will thrive in your space. By choosing this plant, you directly support Claire's passion and craft.