Cases / Naked Root
It was never you. It was the planter.
- Client
- Naked Root
- Category
- Home & garden, DTC
- Market
- United States
- Brand positioning
- Messaging
- Growth plan
- Email & SMS
- Social media
- Creators
Naked Root makes a patented planter that delivers oxygen to the root zone. The product worked and the business had grown 500% in a year. The message hadn't caught up.
The challenge
Customers filed it next to self-watering planters, the very category it was built to oppose. The voice swung between playful and technical. And word of mouth, the brand's main growth engine, had no sentence to travel with.
What I did
I wrote a 40-page positioning that created a new category, Breathing Planters, and gave each audience a promise of its own. Then I moved into the work that carries it day to day: Instagram, email flows, creators, ad concepts and a growth plan for 2027.
What I delivered
- A new category: Breathing Planters
- Positioning statement and five pillars
- Tagline system: “Planters that breathe.” plus three campaign lines
- Three audience profiles, with a promise for each
- Manifesto, archetype (The Alchemist) and voice guardrails
- Six-step messaging hierarchy and an elevator speech built for word of mouth
- Instagram strategy, content, AI video and monthly reports
- Eight automated email and SMS flows
- Creator program, briefs and scripts
- Growth plan: 12 workstreams, November 2026 to December 2027
Instagram, July 2026
- 78,546
- accounts reached, up 10.7% on June
- 376K
- views, 79.8% of them from non-followers
- +926
- net new followers in one month
- +40.8%
- interactions month over month
- 324
- comments on a single giveaway post
Content
“It's a planter that lets roots breathe. My plants have never grown like this.”
The elevator speech, written for customers to repeat
From the work
Visual identity by design partners, from Alessandra’s strategy and brief.