Brand Tone

aspirational, artistic, and supportive, with a clean, descriptive, poetic, confident, and serene voice.

Brand Values

• •Artistic Curation
• •Quality and Maturity
• •Ethical & Local Sourcing
• •Connecting with Nature
• •Customer Empowerment

Best Practices

• •Lead with "Art" and "Curation": Always frame the plants as artistic objects. Use words like "sculptural," "architectural," "living art," "specimen," and "curated" to reinforce this high-end positioning.
• •Tell the Story of the Source: Emphasize that plants are hand-picked from specific regional, family-run growers. This highlights the ethical sourcing value and adds a layer of authenticity and craftsmanship to the brand narrative.
• •Focus on Maturity and Confidence: Consistently mention the age and maturity of the plants. Connect this to the benefit for the customer: an easier, more successful, and confident plant ownership experience.
• •Use an Elevated, Serene Vocabulary: Maintain a calm, confident, and slightly poetic tone. Avoid overly casual slang, hype-driven language ("SALE!"), or generic descriptions. The voice should be as curated as the plants themselves.
• •Maintain Visual and Textual Harmony: Ensure the clean, high-quality aesthetic of the photography is matched by the copy. The text should be descriptive and evocative, helping the customer appreciate the visual details and unique character of each plant shown.

Social Perception

a high-end, reliable, and aesthetically-driven company, perceived as a premium, trusted supplier for clients with a strong aesthetic sense.

Copy Examples

• •More than a plant, 'The Apollo' is a living sculpture. With a decade of growth under its leaves, its strong, architectural form brings a quiet majesty to any room. We chose this specimen for the unique character in its trunk and its full, vibrant canopy. The exact plant pictured is the one that will arrive, ready to transform your space.
• •Introducing the Calathea 'Black Lipstick'. We journeyed to a small family grower in the Northern Rivers to source this handful of dark, dramatic beauties. Its velvety leaves, painted with strokes of deep burgundy and green, are a testament to nature's artistry. Available now on the site. Link in bio to bring the gallery home.
• •We believe a plant is a commitment. That's why we only source mature specimens from multi-generational growers we know and trust. We seek out the plants with character, the ones with a story. Driving down dirt roads, searching for beautiful plants for you. It's what we do.
• •Art for your home. Living, breathing art.
• •Demeter Plants: Where interior design meets the living world.