Blomio in a nutshell
Blomio is a Nordic, approachable garden and indoor plant brand that helps gardeners of every level experiment and succeed. Blomio makes growing green things easy and helps people discover the joy of spending time outdoors in their own garden. In fact, we are a gardening brand at heart – the value of growing lies as much in the doing as in the end result.
Slogan
It never gets old
Blomio encourages people to get excited and fall for growing again and again. Whether you have two growing seasons behind you or fifty, there’s always more to do. There are always new plants, products and ways to try things.
Blomio brand story
It starts small.
One pot. One seedling.
One thought that something beautiful could grow right there.
Then you find yourself waiting for spring. Admiring a new bud a little longer. Dreaming up a new plant, an experiment or a project.
A garden always has something to teach, surprise or try. That’s why you can never get enough of it. And you don’t have to.
Blomio is for gardeners of every kind – those who already know a lot, and those about to sow their very first seed. For everyone who sinks their hands into the soil and sighs:
It never gets old.
Values
Green does you good
Working with your hands and being surrounded by greenery bring joy and peace of mind. Blomio puts them within reach of as many people as possible.
We trust the process
Every new experiment and growing season helps both the garden and the gardener grow. Blomio encourages trying new things and learning along the way.
Worth choosing
We take responsibility for making green dreams come true. Blomio products are safe, functional and easy to find.
Brand personas
Inspiring, curious, knowledgeable, helpful, relaxed
If Blomio were a person:
Anne, the social media gardener
An inspiring, approachable home gardener who creates plant and garden content for social media.
Anne shares tips, tries new things and draws on her own experience to show what works in the garden, on the balcony and at home. She knows a lot and explains things in a way that’s easy to understand.
Anne encourages people to get their hands in the soil and try it for themselves. Her relaxed content inspires people and helps them succeed. Failed experiments get shared too, and everyone learns from them.
Target audiences
Blomio’s main target audience is represented by two plant enthusiasts: Linda and Pirkko.
Linda is a mother in her forties who looks for inspiration, beauty and easy-to-do ideas for her home, balcony and garden. She follows content especially on social media, gets excited about new products and also makes purchases for her own wellbeing and to make her home more comfortable.
What Blomio means to Linda
We offer an easy way to bring joy to everyday life with greenery
We inspire her to try and learn new things
We offer clear tips and inspiration
We show that beginners can succeed too
We also cover indoor plants, cut flowers and decorating with greenery
Pirkko is a retired, self-taught gardening expert who values products that work, clarity and good value for money. She plans her gardening over the long term and wants products she can trust – ones that help her garden flourish year after year.
What Blomio means to Pirkko
We help everything flourish, from vegetables and herbs to perennials
We tempt her to try new ways of doing things
We offer products that work as promised
We explain things clearly and practically
We make sure products are available when they are needed.
Key messages: What we talk about
Feel
Green does you good
Blomio promises that gardening is a joyful thing – not just the end result, but the whole process of growing.
Promise
Growing without the fuss
Clear, simple products that do what they promise – Blomio makes gardening easy.
Activate
Surprise yourself as a gardener
Whether you’re experienced or just starting out, with Blomio every growing season is a chance to succeed and learn something new.
Tone of Voice
Blomio's tone of voice is enthusiastic, playful and just a little bit garden-crazy.
Headlines, callouts and other short messages can be playful and use humour. Joking isn’t the goal in itself, though; what matters most is positive energy and encouraging people to dive in: Try something new, and you might learn something and surprise yourself!
Informative and instructional content aims to be concrete and clear. Established gardening terms are used, but gardeners of all levels are kept in mind by explaining those terms when needed. This way we help beginners succeed too.
Do this
- Relate to the small and big joys of gardening. Happiness lives in the garden.
- Inspire and encourage: It’s always worth trying something new, learning and being surprised.
- Use playfulness and a touch of garden craziness, especially in short messages.
- Be clear when giving instructions: what to do, when and why. Explain terms when needed.
Avoid
- Emphasising worries and mistakes. In the garden, you can only learn – not fail.
- Being too serious. Gardening isn’t about grim performance or doing things “right”.
- Forcing yourself to be funny or clever. Enthusiasm and joy matter more than jokes.
- Using difficult terms and gardening jargon without explaining them.
Message examples
Headlines and callouts
Happiness is being out in the garden.
Growth ahead!
The cure for your gardening cravings.
Warning: gardening may be addictive.
Let your garden dreams run wild.
Product messages
The grass is always greener.. when you lime it right.
Seedlings out. Perennials in. Let´s get growing!
Feed your veggies. They´ll thank you for it!
Psst… we´ve got the secret to a summer full of blooms.
Bury your worries in the soil. Take 3 bags of soil, pay for 2.
Snip, snip! Dig, dig! Find the tools to make your garden bloom.
Instructional and informative content
Pinching out means cutting off the top of the plant about 1 cm above a pair of leaves once it has developed 2–3 pairs. This makes the plant bushier and…
Moving seedlings grown from seed into their own, larger pots is called pricking out. This gives the seedlings and their roots room…
Root barrier, geotextile or weed control fabric? These easily confused products have different uses. It’s worth choosing…
Graphic guidelines
In the Blomio graphic guidelines, you’ll find downloadable logo files as well as guidance on using colours and typography.