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Onlinebabyplants.com was founded as a school project. It soon became clear that there was a lot of potential in selling plants online. How could we broaden the market and target group? Increase brand awareness? Increase turnover?
By going through the HLO strategy session system together, we got a clear picture of the desired proposition. To become the largest online plant and home shop in Europe. From this new focus, we proposed a new name, a name that could be used more broadly and that would suit what they (want to) do. It became PLNTS.com with the tagline 'Grow your home'. By setting up the brand from a 360° brand excellence perspective, we mapped out the entire customer journey. The brand became an experience on all platforms and in every contact with the target group. The online introduction strategy allowed us to let influencers tell the new story of PLNTS.com. PLNTS.com is a textbook example of how a small company can grow into a valuable and sustainable brand.
For the creative concept, we looked at how to address the target group. What do you want as a plant parent? Based on the strategy, it was determined that you can make your home even cozier with plants. By using Grow your home as a creative concept anchor, we subsequently built communication on this. A bit of humor plays an important role in this. By developing its own style in copy and visual language for both the products in the shop and the brand images, PLNTS.com got its own face and personality. The new identity appeals to the target audience, which was also reflected in the explosive growth of PLNTS.com after its launch. Everyone had been waiting for this.
The brand strategy and complete rebranding of PLNTS.com has ensured that they are now a household name. Their brand is communicated everywhere in an unambiguous way, and yes, that goes beyond just a logo. From the advertising campaign, to the website, from Emma your plant expert or the PLNTS doctor, who are always there for you, to that beautiful, carefully wrapped package that is delivered to your home, wherever you live in Europe. Every detail has been thought through and nothing is left to chance. Meanwhile, PLNTS.com has grown to a team of 100 people (they started with 3), they send hundreds of packages throughout Europe every day, they have their own branded PLNTS.com products and after the launch year they grew by 800% (no joke). With their brand PLNTS they got even more fans!
