The brand name and identity were built from two key insights:
1. People want to fill their homes with things that they have a personal connection with. They have a missing piece and want to find the right match.
2. For almost everyone, no matter their age, they have shared a house with someone. Friends or family, all have their own quirks.

House plants are really housemates, they have their own quirks, some drink a lot, others are messy, they can be high maintenance or you can forget they are even there, while others can be pricks. But at the end of the day, your housemates are your community.

The tone of voice of housemates personifies the plants as people with Australian-styled slang. Aligning characteristics to different plants that sound like something someone’s past housemate would have done.

By developing the visual direction and tone of voice based on a community the target audience knows and loves, we were able to start to build a relatable, personal, and humorous brand.