Brand Tone

Passionate, Educational, and Community-Focused

Brand Values

• •Expertise and Quality
• •Passion for Plants
• •Customer Experience
• •Community and Collaboration
• •Accessibility

Best Practices

• •Always lead with passion, letting the genuine love for plants shine through by using evocative and enthusiastic language like "stunning," "botanical treasure," "dreamy," and "incredible" to describe products and the store experience.
• •Position the brand as an educator rather than just a seller, framing advice and plant information as sharing secrets (e.g., "Our secret to perfect watering" instead of "How to water") to build authority and reinforce the brand name.
• •Champion the community by regularly featuring user-generated content (with permission), giving shout-outs to local collaborators, and discussing the business's roots in Ammanford to ground the brand and foster loyalty.
• •When discussing rare or expert-level plants, always pair the message with encouragement, reassuring customers that the brand provides the guidance needed for success, thereby making exotic plants feel attainable.
• •Maintain a consistent visual "jungle" by ensuring all photography and videography reflect the lush, immersive, "jungle" feel of the physical store, as visual consistency is crucial for a cohesive brand identity.

Social Perception

The social perception of The Secret PlantHouse is overwhelmingly positive, with local news highlighting its success and high sales. Customers and the local community are incredibly supportive, often interacting positively on social media, where the brand is perceived as a source of high-quality, desirable, and rare plants, and the shop is viewed as a "dream house" and "peaceful" escape.

Copy Examples

• •Stop scrolling. The Philodendron 'White Princess' you've been dreaming of has arrived. With stunning variegation on every leaf, this royal beauty won't be in the palace for long. We've nurtured these in our own nursery and they're ready for a new home. Visit us in-store to see the magic or tap the link in bio before she's gone.
• •Is your Calathea looking a little crispy? You're not alone. These drama queens need specific care, and we've got the secrets. This week on the blog, our founder James shares his top 3 tips for keeping your prayer plants happy, humid, and thriving. Read the guide. Your Calathea will thank you.
• •Your Urban Jungle Awaits. Step into The Secret PlantHouse in Ammanford Arcade and escape into a world of rare and beautiful botanicals. Find your next statement plant, get expert advice, and soon, you'll be able to sip a coffee while you browse. It's more than a shop—it's an experience.
• •We were told high street retail was quiet... You proved them wrong! We didn't know there were so many plant lovers in Ammanford. Thank you for the incredible support! #ShopLocal #PlantCommunity #SouthWales
• •Meet the Snake Plant (Sansevieria): The unkillable icon. Perfect for first-time plant parents or self-proclaimed 'plant-killers.' This architectural beauty thrives on neglect, purifies your air, and looks stunning in any corner of your home. Low light? No problem. Forget to water it? It might even thank you. Start your plant journey here.