Brand Tone

Expertise, Passion, and Artistry

Brand Values

• •Innovation and Expertise
• •Quality and Care
• •Community and Education
• •Generosity and Accessibility
• •Aesthetic and Design

Best Practices

• •Lead with Expertise: Always ground your copy in knowledge. Mention the plant's origin, specific care needs, or unique hybrid story to reinforce authority.
• •Use Evocative, Artistic Language: Employ words like "sculptural," "jewel-like," "otherworldly," "living art," and "dramatic" to align with the "Surreal" brand name and its design-led ethos.
• •Show, Don't Just Tell, Your Passion: Instead of saying "we are passionate," write copy that demonstrates it, such as "We waited three years for this bloom, and it was worth every second."
• •Highlight the "Why": Explain why a plant is special. Is it an award-winner? A unique hybrid you created? Does it solve a problem (e.g., more frost-hardy)? This connects the product to the brand's core value of innovation.
• •Maintain a Generous and Encouraging Tone: Balance aspirational beauty with accessibility. Pair stunning photos of rare plants with practical, easy-to-follow advice, free guides, and welcoming offers to make every customer feel like they can achieve "surreal" results.

Social Perception

Surreal Succulents is perceived by the public and its customers as a highly reputable, expert source for high-quality, rare, and unique succulents. They are seen as a collector's nursery, with numerous RHS Gold medals and the Plant of the Year award cementing their reputation as elite growers and innovators, viewed as a destination and an authority in horticulture.

Copy Examples

• •Art in motion. This is what 'surreal' looks like. The x Semponium 'Sienna' ignites in the sunshine, shifting from deep burgundy to fiery scarlet. Bred right here in our Cornish nursery for its show-stopping color and robust form. It’s not just a plant; it's a living sculpture. Ready to bring the fire to your garden?
• •From the RHS Chelsea Show Floor to Your Front Door.
• •A true spectacle of nature and breeding. The 'Medusa' commands attention with its dramatic, variegated crest that shifts from creamy white and green to a deep pink blush at the edges. An RHS award winner, this hybrid is the result of years of patient cultivation. It requires bright, indirect light to maintain its otherworldly colors and a well-draining soil mix. A collector's centerpiece that tells a story of innovation.
• •Award-Winning Beauty, Delivered. Discover our RHS Gold medal-winning collection, grown with passion in the heart of Cornwall. Free shipping on orders over £40.
• •It started with a passion for the unusual and a deep respect for the resilience of succulents. From our first nursery beds in the stunning Tremenheere Sculpture Gardens to the halls of the RHS Chelsea Flower Show, our mission has been to share the world's most remarkable succulents. We are growers, innovators, and artists, dedicated to creating and curating plants that bring a touch of the surreal to your home and garden.