Brand Tone

Aspirational, Educational, and Empowering

Brand Values

• •Sustainability
• •Design & Aesthetics
• •Health & Wellness
• •Innovation & Simplicity
• •Community & Impact

Best Practices

• •Lead with the "Why": Start with the mission and values, connecting every piece of copy back to empowering people to grow their own food.
• •Balance Aspiration with Simplicity: Use evocative language for lifestyle aspirations, but follow up with clear, simple instructions on product ease of use.
• •Translate Features into Benefits: Frame technical features as tangible benefits, such as water savings for sustainability or perfect light for plant growth.
• •Embrace the Community Angle: Use inclusive language and share user-generated content to foster a sense of community among "growers" and reinforce the movement.
• •Acknowledge and Address Concerns Transparently: Build trust by explaining value behind pricing and proactively creating content to address common setup questions and support queries.

Social Perception

The social perception of Just Vertical is largely positive, with customers praising innovative design, product quality, freshness of produce, and the brand's sustainability mission. Areas for improvement include inconsistent customer service, shipping delays, and the high price point, with some general concerns about energy consumption.

Copy Examples

• •Your kitchen deserves to be more than just a place to cook. Transform it into a source of endless freshness. Imagine snipping your own basil for a pasta sauce that tastes like summer, any day of the year. That's not magic, that's furniture that feeds you. #JustVertical #IndoorGarden #KitchenGoals #FreshHerbs
• •Tired of Wilted Greens? Grow Your Own. The journey from our garden to your plate is just a few steps. With the EVE, you can harvest crisp, pesticide-free lettuce in as little as 3 weeks. Save money, reduce food waste, and control what you eat. It’s that simple. Join the fresh food movement today.
• •Independence Looks Good On You. Take control of your food supply with a stunning indoor farm that pays for itself in fresh, healthy produce. Shop our collection.
• •Your Grocery Bill is About to Get a Lot Lighter. Hi [Name], what if you could save over $700 a year on produce? With the AEVA, you’re not just buying a garden; you’re investing in a promise of freshness and savings. Discover how our 'Produce Payback Promise' works and start growing more than just plants.
• •Sustainability is no longer a buzzword; it's a business imperative. Just Vertical is partnering with offices, schools, and restaurants to build greener, healthier communities from the inside out. Our commercial farms are more than just a source of fresh produce—they're a statement of your commitment to a sustainable future. Let's build something breathtaking together. #SustainableBusiness #UrbanFarming #CorporateWellness #JustVertical