Brand Tone

passionate, expert, and nurturing

Brand Values

• •Passion for Hoyas
• •Quality and Health
• •Expertise and Education
• •Community
• •Authenticity

Best Practices

• •Always let the genuine love for Hoyas shine through. Use evocative and enthusiastic language when describing plants and their unique characteristics.
• •Frame content around educating and empowering the customer. Position the brand as a helpful guide, not just a seller. Continue creating blog posts, care tips, and video tutorials.
• •Weave the founder's journey and personal experiences into product descriptions, social media, and emails. This builds authenticity and a stronger connection with the audience.
• •Consistently use words like "healthy," "nurtured," "well-cared-for," and "robust" to reinforce your core value of providing top-quality plants.
• •Use inclusive language ("fellow enthusiasts," "our community," "we"). Ask questions and encourage user-generated content on social platforms to make customers feel part of the "obsession."

Social Perception

The public perception of Hoya Obsession NZ is overwhelmingly positive. Customers view the brand as reliable and trustworthy, knowledgeable, and a premium source for collectors for rare and unique Hoya varieties.

Copy Examples

• •A Collector's Dream: The Exquisite Hoya [Species Name]. Fall in love with the intricate beauty of the Hoya [Species Name]. For us, it wasn't just the stunning, silver-splashed leaves that were captivating, but the story behind its discovery. This isn't just another plant; it's a living piece of art for the truly obsessed collector. Grown with personal care in our nursery, we aros nurtured it to ensure it arrives at your home healthy, robust, and ready to thrive. Limited availability for those who, like us, appreciate the truly exceptional.
• •A personal note from our greenhouse + new arrivals you won’t want to miss.
• •For the Love of Hoyas. Expertly grown, passionately shared. Shop our curated collection.
• •That feeling when a Hoya you've nurtured finally blooms! ✨ This is the incredible *Hoya [Species Name]*, and its fragrance is as amazing as it looks. What was the first Hoya that made you fall in love with the species? Share your story in the comments aroswe love hearing from our fellow Hoya-obsessed friends! #HoyaObsessionNZ #NZHouseplants #HoyaLove
• •It started with one. A single Hoya plant that sparked a fascination, which quickly grew into an obsession. We're Ces and Phil, and this nursery is our passion project. We believe that everyone can experience the joy of watching these incredible plants grow, and we're here to share our knowledge and the healthiest Hoyas you can find in New Zealand.