Brand Tone

Educational and empowering, friendly and approachable, passionate and authentic, trustworthy and meticulous.

Brand Values

• •Education
• •Quality
• •Community
• •Passion
• •Transparency

Best Practices

• •Always aim to teach something. Whether in a product description or a social media post, embed a small piece of actionable advice. This reinforces your value as an expert.
• •Frame the conversation as a partnership. Use "we" to talk about the brand's process and expertise ("We nurture our plants...") and "you" to speak directly to the customer's goals and needs ("...so you can enjoy a healthy new plant").
• •Write as if you are talking to a fellow plant enthusiast. Use positive and encouraging language. Avoid overly technical jargon unless you explain it simply.
• •Don't just say you package plants well; explain why it matters (to prevent shock, to ensure a healthy arrival). Don't just sell a soil mix; explain why its ingredients are beneficial for root health. This builds trust and demonstrates expertise.
• •Continue leveraging Mon's personal brand. Share personal stories, challenges, and successes. This authenticity is the brand's most unique asset and should be woven into all forms of communication.

Social Perception

Moss N' Roots is perceived as an expert resource and a premium quality provider of healthy, high-quality plants with industry-standard packaging. It is seen as personal and trustworthy due to its founder-led approach.

Copy Examples

• •More than just a plant, the Philodendron 'White Wizard' is a statement. With its brilliant white variegation splashed across deep green leaves, each one is a unique work of art. We've nurtured this beauty in our custom airy soil mix to ensure a robust root system from our greenhouse to your home. Ready to add a little magic to your collection? We’ll make sure it arrives safe, sound, and ready to thrive.
• •Wondering why your Fiddle Leaf Fig is dropping leaves? It's likely telling you one of three things: light, water, or shock. 🌿 Quick tip: They crave consistency. Find a bright, indirect light spot and leave it there. Water only when the top 2 inches of soil are dry. Still have questions? Drop them in the comments below! We're here to help you succeed. #PlantCare #FiddleLeafFig #MossNRoots
• •✨ Fresh Finds & A Tip for Thirsty Plants Hi plant friend! This week, we've just restocked some stunning Anthuriums and have a fresh blog post on the 'bottom-watering' technique that could change your watering game forever. Let's grow together.
• •From Our Greenhouse to Your Home. Expertly grown, meticulously packaged. Discover rare and unique houseplants that arrive happy and healthy, guaranteed. Shop the collection.
• •Our number one priority is making sure your new plant arrives safe and sound. We might go a little overboard on the packaging, but we think it's worth it! 💚 #PlantMail #Packaging #Houseplants