Brand Tone

Authentic, Knowledgeable, Inspiring, Friendly, Approachable, Personal, and Encouraging.

Brand Values

• •Heritage and Uniqueness
• •Quality and Hardiness
• •Sustainability and Connection to Nature
• •Personal Connection and Community
• •Knowledge and Passion

Best Practices

• •Lead with Passion and Knowledge: Always let the genuine love for gardening shine through. Use storytelling to explain the history of a plant or the benefits of a particular gardening method. Position the brand as a knowledgeable friend.
• •Use the "Potager" Language: Consistently use terms like "potager," "kitchen garden," "heirloom," and "harvest" to reinforce the brand's unique identity. This specialized vocabulary builds a distinct world around the brand.
• •Emphasize Beauty and Function: Never focus on just one aspect. A post about a vegetable should mention its flavor and the beauty it adds to the garden. A post about a flower could mention how it attracts pollinators to increase a fruit harvest.
• •Maintain a Personal and Encouraging Tone: Write as if you are speaking directly to a fellow gardener. Use "you" and "we." Ask questions to encourage engagement and always be supportive, especially to beginners.
• •Focus on the "Why": Beyond selling plants, communicate the underlying values. The "why" is about a deeper connection to food, a more sustainable lifestyle, the preservation of heritage, and the simple joy of creating a beautiful, productive space.

Social Perception

Perceived as a trusted local expert, a beloved institution offering high-quality, unique plants. Seen as a knowledgeable, passionate specialist providing an authentic and rewarding experience compared to larger retailers, emphasizing support for a caring local business.

Copy Examples

• •Go beyond the supermarket shelf. Our 'Black Krim' heirloom tomato seeds produce fruit with a rich, smoky flavor that tells a story of generations. Plant a piece of history in your potager this season and taste the difference that heritage makes.
• •In a potager, every plant has a purpose and a partner. Marigolds aren't just for color; they protect your tomatoes from pests. It’s a beautiful, thriving ecosystem, not just a garden. What are your favorite plant pairings? Share below! #TheFruitfulPotager #CompanionPlanting #KitchenGarden
• •Your soup pot is calling. From fragrant basil to robust thyme, our selection of hardy, potager-ready herbs is here to elevate your kitchen creations. Fresh flavor is just a snip away.
• •Dreaming of your own kitchen garden but don't know where to start? A potager is for everyone. Begin with a single pot of lettuce and mint. The joy is in the journey. Come see us at the nursery—we’ll help you pick the perfect starters for a fruitful beginning.
• •For the Gardener Who Wants Something Different...