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Onlinebabyplants.com was founded as a school project, but 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 goal: To become the largest online plant and home shop in Europe. With 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 the brand. 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 a lot cozier with plants. By using 'Grow your home' as a creative concept anchor, we subsequently built the communication on this, a bit of humor playing an important role here. By developing their 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. This was what everyone had been waiting for.
The brand strategy and complete rebranding of PLNTS.com has made them 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 doctors, 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!
