Brand Tone

Friendly, enthusiastic, educational, community-centric, approachable, personal, encouraging, and accessible.

Brand Values

• •Community
• •Education and Empowerment
• •Curated Quality
• •Authenticity and Passion
• •Responsibility

Best Practices

• •Consistently use friendly terms like "peeps," "plant parent," and "leafy pals" to foster an inclusive, community feel.
• •Begin educational content with an empathetic and reassuring tone to build trust (e.g., "Seeing yellow leaves? Don't panic!").
• •Break down plant care into simple, actionable steps, celebrating small wins and making complex topics feel achievable.
• •Utilize video and high-quality photos to demonstrate techniques and products, making plant care tangible and easy to understand.
• •Promote community-focused hashtags like #aussieplantclub and #plantipeeps, and feature user-generated content to make the audience feel seen.

Social Perception

Perceived as a knowledgeable, trustworthy, and approachable small business, a reliable resource for quality products and expert advice, and an integral part of the plant hobby community due to the founder's personal involvement.

Copy Examples

• •Ready for some serious glow-ups? ✨ Our new Foliage Focus is here to give your leafy pals the superstar treatment they deserve. We're talking vibrant leaves, strong roots, and unstoppable growth. If you know, you know! 😉 Tap to make your whole plant family happy. #plantipeeps #foliagefocus #plantcare #aussieplantclub
• •Is your plant begging for a bigger home? 🏠 Don't be scared! Repotting is one of the best things you can do. Here’s our no-fuss guide to giving your plant a fresh start. You got this, peep! 💪 #repotting #planttips #indoorjungle #plantipeeps
• •Your indoor jungle is about to get a whole lot junglier! 🌿 Our mid-season sale is ON NOW. Grab your faves before they're gone and turn your home into the green oasis you've been dreaming of. Happy planting!
• •New to the plant parent life? Welcome! We’ve curated the perfect starter kit with forgiving, beautiful plants and all the essentials to help you grow with confidence. Let's turn that thumb green together! #beginnerplants #plantipeeps #aussieplants
• •Psst... We've got a secret for happier plants!