Brand Tone

Personal, passionate, and slightly irreverent

Brand Values

• •Joy and Passion Over Trends
• •Quality and Care
• •Community
• •Customer Support and Peace of Mind

Best Practices

• •Embrace the "We/You" Dialogue: Always write as if you're speaking directly to a friend. Use "we" to talk about the brand's passion and process, and "you" to focus on the customer's joy and experience. This maintains the personal, community-centric feel.
• •Lead with Passion, Justify with Quality: Start with the emotional, joyful aspect of plant ownership. Then, back it up with the tangible reasons your brand is great (e.g., "Fall in love with this stunning Philodendron... we'll make sure it gets to you safely with free weather protection and our custom packaging.").
• •Don't Be Afraid to Be Unfiltered: Maintain the slightly irreverent and honest tone. Acknowledge that plant care can be hard, trendy plants can be a pain, and it's okay. This authenticity builds trust and makes the brand more relatable than competitors who only show "perfect" plant aesthetics.
• •Tell the Story Behind the Plant: Instead of just listing care instructions, frame plants within a narrative. Connect the brand's name to the mythology of Freya —the goddess of love, fertility, and battle —to reinforce the "journey" of plant parenthood.
• •Create a "Shit List" of Words to Avoid: To stay true to the brand voice, develop a list of overused, pretentious, or overly corporate terms to avoid. Words like "synergy," "optimize," or "premium" should be replaced with more grounded, passionate, and direct language like "works well together," "make better," and simply "great quality."

Social Perception

The brand is perceived as highly trusted for quality and shipping, seen as personable and passionate, and is a 'go-to' shop for plant enthusiasts, strongly tied to a personal, influencer-driven identity.

Copy Examples

• •Forget the fiddle-leaf fig for a second. This is the Hoya you *actually* want. Why? Because it won't throw a fit if you look at it the wrong way. It's just here to bring you joy, not stress. We're not about keeping up with the Joneses... we're about falling in love with the green things that make us happy. No fluff, just good plants. #FigAndFreya #PlantsForPeople #JoyfulJungle
• •Plants That Won't Break Your Heart. We handpick every plant for its passion, not its popularity. Shipped with love (and ridiculously good packaging) from our greenhouse to yours. Find Your Joy
• •They're back. (You know, the ones that actually survive.)
• •Your other plants told us you needed a new friend. Let's be real, being a plant parent is a rollercoaster of joy, despair, and wondering 'is that a new leaf or a pest?!'. At Fig + Freya, we get it. We're a family-run shop obsessed with sourcing the happiest, healthiest plants that are ready to thrive in their new home. Plus, we package them so well they could probably survive a trip to the moon. Shop the Collection
• •The 'I Swear I Won't Kill This One' Bundle. We've all been there. You buy a beautiful plant, you love it, you water it... and it still dies a slow, tragic death. This bundle is for you. We've put together a team of our most resilient, forgiving, and downright stubborn plants. They're perfect for new plant parents, busy people, or anyone who's ready for a win. Go ahead, be the plant hero you were always meant to be.