Brand Tone

friendly, welcoming, knowledgeable, passionate, inspiring, and authentic.

Brand Values

• •Passion for Plants and Design
• •Customer Experience & Support
• •Quality and Curation
• •Community
• •Authenticity
• •Creating Joy and Inspiration

Best Practices

• •Always Lead with Passion and Welcome: Every piece of copy, from a social media post to a product description, should exude enthusiasm for plants and home decor and make the reader feel invited.
• •Be Genuinely Helpful and Knowledgeable (Not Preachy): Share plant care tips and design advice in an approachable way. Avoid jargon and make expertise feel accessible. The goal is to empower, not intimidate.
• •Tell Your Story (and Theirs): Weave in the 'why' behind Good Roots – the founders' passion and journey. Encourage customers to see their purchases as part of their own home stories.
• •Maintain Visual and Verbal Cohesion: Ensure the friendly, inspiring, and slightly vintage/modern aesthetic seen in the store and on Instagram is reflected in the language used across all platforms.
• •Inject Personality and Authenticity: Don't be afraid to be a little playful or share personal anecdotes (like naming textiles). This builds connection and reinforces the brand's genuine nature.

Social Perception

Good Roots is perceived very positively by its customers and the media. They are seen as a unique and inspiring local business run by passionate and knowledgeable owners. Customers appreciate the high-quality products, the beautiful store environment, and the personalized customer service. The brand is viewed as a go-to destination for plants and unique home decor.

Copy Examples

• •Bring a little piece of our happy place into yours. Discover plants and decor that tell a story. #GoodRootsLiving
• •Not sure which plant is right for you? We're here to help! Our passion is matching you with the perfect green friend for your space and lifestyle. Come say hi! #PlantParenthoodMadeEasy #GoodRoots
• •From our roots to yours. Each vintage find and handpicked plant at Good Roots is chosen with love, hoping to inspire a little more joy in your home. ✨ #CuratedWithCare #VintageCharmModernHome
• •Meet 'Stella' the candlestick and 'Arthur' the armchair – just kidding (mostly!). We love giving our unique textiles names, and we’re just as passionate about helping you find the perfect plant personality for your home. What will you name yours? #GoodRootsVibes #HomeStory
• •More than just a plant shop, Good Roots is a feeling. A welcoming space to explore, get inspired, and find those perfect finishing touches that make a house a home. Visit us in Glen Ellyn! #ShopGoodRoots #CommunityLove