Brand Tone

Passionate and Enthusiastic, Educational and Helpful, Community-Oriented and Friendly, and Aspirational and Aesthetically Driven.

Brand Values

• •Passion for Plants
• •Quality and Expertise
• •Community
• •Inspiration and Well-being
• •Customer-Centricity

Best Practices

• •Lead with Passion, Follow with Facts: Start your copy with enthusiasm and emotion to connect with the reader's love for plants. Then, provide the practical, helpful information (care tips, light requirements, etc.) that builds trust and demonstrates expertise.
• •Speak the Community's Language: Use terms that resonate with plant enthusiasts (e.g., "plant parent," "urban jungle," "fenestration"). Always maintain a friendly, encouraging, and inclusive tone. Address your audience as fellow plant lovers, not just as customers.
• •Turn Features into Benefits: Don't just say a plant has "large, waxy leaves." Explain what that means for the customer: "Its large, waxy leaves are not only stunning but are also excellent at purifying the air in your home, creating a healthier space for you and your family."
• •Encourage Interaction in Every Post: Actively invite engagement. Ask questions, create polls, and prompt followers to share their own plant stories or photos. When you feature user-generated content, always credit the creator to strengthen the sense of community.
• •Maintain Visual and Tonal Consistency: Ensure the "voice" in your captions matches the "vibe" of your photos. If your visual aesthetic is clean, bright, and aspirational, your copy should be uplifting, clear, and inspiring. Avoid overly technical jargon unless it's explained in a simple, accessible way.

Social Perception

Customers perceive deKweker as knowledgeable and trustworthy, offering high-quality products. They feel a strong connection to the brand due to its community engagement and see it as an inspirational source for interior plant design.

Copy Examples

• •The wait is over! ✨ The stars have aligned, and the Monstera Thai Constellation has finally landed at deKweker. Each leaf is a unique galaxy of creamy-white speckles on a deep green canvas. We're just as obsessed as you are! Ready to bring a piece of the cosmos into your home? Quantities are limited, so find your star in our stories or tap the link in bio! #deKweker #MonsteraThaiConstellation #PlantLove #RarePlants #UrbanJungle
• •Think you don't have a green thumb? We're here to prove you wrong! Feeling a little nervous about starting your plant family? We've got you! Our "Tough-to-Kill" collection is handpicked for beginners. From the resilient Snake Plant to the forgiving ZZ Plant, we'll help you choose the perfect green friend that thrives on a little neglect. Plus, every plant comes with a simple care guide to get you started. Let's grow together! Call to Action: Shop the Beginner's Collection
• •Get Your Hands Dirty: Join Our Repotting Workshop! Learn the art and science of happy roots. Our experts will guide you through every step, from choosing the right soil to helping your plants settle into their new homes. Perfect for all skill levels! Book your spot and let's nurture together.
• •A Little Green Goes a Long Way 🌿 This week, we're celebrating the small wonders! Discover our new collection of miniature plants perfect for your desk or bookshelf, plus our top 3 tips for making any small space feel like a lush paradise.
• •Visual: A vibrant, short video showing a team member watering various plants. Text on screen: Got plant questions? We've got answers! Sticker: Use the Q&A sticker with the prompt: "What's your biggest plant puzzle? Ask us anything!"