Brand Tone

passionate, knowledgeable, ethically-minded, approachable, personal, educational, inspirational

Brand Values

• •Artisan Craftsmanship & Quality
• •Social Responsibility & Ethical Partnership
• •Education & Knowledge Sharing
• •Nature & Sustainability
• •Personal Connection & Community

Best Practices

• •Lead with the 'Why': In all marketing, start with the story. Whether it is a plant or a pot, connect it back to the core values of craftsmanship, social responsibility, or the joy of gardening. The partnership in India is a powerful differentiator and should be mentioned regularly.
• •Blend Education with Inspiration: Every piece of content should either teach something useful or inspire an emotion. This dual approach builds both trust and desire.
• •Use 'Heartfelt Expert' Language: Combine knowledgeable advice with warm, approachable, and passionate language. Use words like "passion," "respect," "care," "magic," and "heart." Avoid overly corporate or impersonal jargon.
• •Embrace Visual Storytelling: Continue investing in high-quality, natural-light photography and video. Show the texture of the ceramics, the health of the plants, and, if possible, the hands that make the products. Visuals should feel authentic and align with the rustic, Scandinavian aesthetic.
• •Champion the Community: Encourage customers to share photos of their gardens and Örnäs Trädgård products in their homes. Feature user-generated content on social media. This reinforces the value of community and provides authentic social proof.

Social Perception

Örnäs Trädgård is perceived as a niche, high-quality brand with a strong ethical compass. Customers are attracted by unique products and the story behind them. It is seen as more than a simple retailer; it is a curator of beautiful, handcrafted goods with a positive social impact. The focus on handmade, small-batch collections creates a sense of exclusivity and urgency. The perception is that of a trustworthy and heartfelt business that values quality and people over mass production.

Copy Examples

• •From a potter's wheel in Mumbai to your sunniest windowsill. Each line and curve on our new stoneware pots tells a story of skill, patience, and purpose. Handcrafted by artisans in Mala's studio, your plant's new home helps preserve a craft for the next generation. Limited collection now available. #ÖrnäsTrädgård #HandmadeWithHeart #EthicalDecor #Stoneware
• •Is your garden ready to wake up? We've nurtured the hardiest perennials and the most vibrant spring bulbs, ready for their new home. Not sure where to start? Check out our Garden Diary on the website for a step-by-step planting guide! Let's grow something beautiful together. Visit us in-store or online.
• •A Garden Diary Entry: 3 Tips for a Perfect Autumn Pot & A Story from India
• •More than a birdhouse, it's a sanctuary. Designed with fairytale forests in mind and handcrafted from frost-proof stoneware, this piece offers a safe haven for your garden birds. Each one is unique, sculpted by hand, and carries the warmth of its creator. Invite a little magic into your garden.
• •Örnäs Trädgård: A Small Garden Store with a Big Heart. Cultivating Beauty, Craft, and Community from Sweden to India.