Brand Tone

Nurturing, Knowledgeable, and Community-Oriented

Brand Values

• •Horticultural Heritage and Expertise
• •Quality and Curation
• •Community and Connection
• •Passion for Nature
• •Sustainability

Best Practices

• •Lead with Passion and Expertise: Start with the 'why'—the love for plants and the joy they bring. Follow up with the 'how'—the expert knowledge that ensures customer success. Combine emotional and practical language.
• •Use Nurturing and Empowering Language: Frame plant ownership as a rewarding journey, not a difficult chore. Use words like 'nurture,' 'thrive,' 'grow,' 'discover,' and 'connect.' Position the brand as a supportive partner.
• •Emphasize Heritage and Quality: Weave the family story and horticultural background into communications where appropriate. Mentioning 'third-generation horticulturalists' or 'hand-selected from trusted growers' reinforces credibility and the value of quality.
• •Foster a Sense of Community: Address your audience as a community (e.g., 'fellow plant lovers,' 'The Forest Community'). Promote local events, share customer photos, and create a dialogue on social media.
• •Maintain a Calm and Natural Aesthetic: Ensure the visual elements and the written copy work together. The language should be as clean, natural, and beautiful as the products themselves. Avoid aggressive sales tactics.

Social Perception

Forest is perceived as a high-quality, trusted, and aesthetically pleasing brand. It's seen as a 'hidden gem' with expert staff, more than just a plant shop, an aesthetically pleasing and inspiring lifestyle destination, and a community-focused, welcoming hub in its local neighborhoods.

Copy Examples

• •Bring Your Home to Life. There’s a special kind of magic in finding the perfect spot for a new plant. It’s more than decoration; it’s a way to connect with nature and create a sanctuary of your own. From sculptural monsteras to delicate ferns, we carefully select each plant for its unique beauty and character. Let us help you find the one that’s right for your space and lifestyle. #ForestLondon #HouseplantCommunity #UrbanJungle
• •Thoughtfully Curated for Your Home. Discover our new collection of artisanal pots, sustainably sourced homewares, and, of course, beautiful houseplants. Each piece is chosen with care to bring warmth, texture, and a touch of nature indoors.
• •A little green goes a long way | Tips from our horticulturalists.
• •Meet the Calathea, a masterpiece of nature. Known for its stunning leaf patterns that fold up at night, it’s a living piece of art. Our third-generation horticulturalists recommend placing it in a spot with indirect light and consistent moisture to watch it thrive. Have questions? Our team is always here to share our knowledge and help your plant journey prosper.
• •Get Your Hands Dirty: Join Our Terrarium Workshop! There's nothing more rewarding than creating your own miniature world. Join us at our Deptford store for a hands-on workshop where our experts will guide you through the science and art of building a self-sustaining terrarium. It’s a perfect way to unwind, learn a new skill, and connect with fellow plant lovers in our community. All materials provided.