Brand Tone

passionate, friendly, and educational

Brand Values

• •Passion for Plants
• •Community
• •Quality and Expertise
• •Inspiration
• •Customer Connection

Best Practices

• •Lead with Passion: Always let a genuine love for plants shine through. Use enthusiastic and evocative language that reflects a deep appreciation for the products.
• •Be a Friendly Expert: Balance knowledgeable advice with an approachable, friendly tone. Avoid overly technical jargon and instead, empower customers with clear, easy-to-understand tips.
• •Foster a "We" Mentality: Use inclusive language like "we," "us," and "plant friends" to build a sense of community and shared experience.
• •Ask Questions and Encourage Sharing: Actively invite engagement in social media captions by asking customers about their plants, their experiences, or their wish lists.
• •Keep it Positive and Inspiring: Frame plant care as a joyful and rewarding journey. Even when addressing challenges (like pests or tricky plants), maintain a supportive and optimistic tone.

Social Perception

Overwhelmingly positive, with customers praising high quality, careful packaging, excellent customer service, and the palpable passion of the owners. Perceived as honest, dedicated, and a source of beautiful plants with a positive shopping experience.

Copy Examples

• •Stop scrolling. 🌿 Meet the Calathea ‘Orbifolia’! With its painterly striped leaves, this beauty is ready to bring a touch of the tropics to your home. We're completely in love with its bold foliage and know you will be too. Available now in-store and online—but be quick, a plant this gorgeous won't last long! #fieldandfoliage #newarrival #calatheaorbifolia #indoorplants #plantlove
• •Your Autumn Oasis Awaits. Discover our curated collection of fall foliage and evergreen wonders. From rich, warm tones to lasting greenery, find the perfect plants to refresh your space this season. Shop now and grow with us.
• •Is Your Fiddle Leaf Fig Happy? Our 3 Top Tips! Hey Plant Friends, The Fiddle Leaf Fig can be a bit of a diva, but its stunning foliage is worth the effort! We want you to succeed, so we're sharing our top secrets to keeping it thriving. Tip 1: It's all about the light... [Read more on the blog]. P.S. We’ve just restocked our fiddle leaf figs if you’re ready to take on the challenge!
• •The Destination Nursery of the Scenic Rim. Escape to a world of green! 🌿 Field & Foliage in Kalbar is more than just a nursery—it’s an experience. Wander through our lush collection, find your next leafy companion, and chat with our passionate team. Make a day of it this weekend. We can't wait to see you!
• •The icon, the legend, the Swiss Cheese Plant! The Monstera Deliciosa is a must-have for any plant enthusiast, bringing instant jungle vibes with its iconic, fenestrated leaves. It’s surprisingly easy-going and will reward your care by unfurling dramatic new foliage. A true statement piece that grows with you. Care level: Beginner-friendly.