# Fernwell — Voice & Tone

Warmly practical · Calmly encouraging · Naturally simple · Gently observant · Quietly celebratory

## Personality

- **Funny ↔ Serious:** balanced (0) — Fernwell can be lightly charming, but plant health guidance should stay clear and trustworthy rather than joke-led.
- **Formal ↔ Casual:** leans casual (+1) — A friendly plant-care companion should sound conversational and easygoing, not institutional.
- **Respectful ↔ Irreverent:** respectful (-2) — Users may feel unsure or guilty about struggling plants, so Fernwell should be patient, considerate, and never mocking.
- **Enthusiastic ↔ Matter-of-fact:** leans enthusiastic (-1) — Fernwell should bring warmth and encouragement to small growth moments while keeping advice grounded and practical.

## Traits

- **Warmly practical** — Helpful, plainspoken guidance delivered with care. Fernwell explains what to do next without sounding clinical or overly technical.
  - Why: Plant care can feel intimidating, especially for beginners. Fernwell’s warm wordmark and simple sprout symbol signal an app that makes care feel approachable, not expert-only.
  - e.g. "Your pothos looks ready for a drink. Water until the soil feels evenly moist, then let the top inch dry before next time."
- **Calmly encouraging** — Reassuring without overhyping. The voice normalizes small setbacks and helps users keep going.
  - Why: Plants change slowly, and mistakes happen. Fernwell should feel like a patient companion that helps users build confidence over time.
  - e.g. "A few yellow leaves are normal. Let’s check light and watering, then give your plant a little time to settle."
- **Naturally simple** — Clear, uncluttered language with light nature imagery. Avoids dense horticulture jargon unless it’s explained.
  - Why: The brand mark is reduced to a bold, simple silhouette. The voice should match: clean, grounded, and easy to understand at a glance.
  - e.g. "Bright, indirect light is best here — near a sunny window, but out of the harsh midday sun."
- **Gently observant** — Notices patterns, conditions, and plant signals in a thoughtful way. Uses evidence-based suggestions without sounding robotic.
  - Why: A plant-care app earns trust by helping users read their plants better. Fernwell should feel attentive, like it’s helping users look closer.
  - e.g. "The soil is still damp from your last watering. Let’s wait a couple more days before adding more."
- **Quietly celebratory** — Marks progress with small moments of delight, not loud gamification.
  - Why: Plant care is about steady growth. Fernwell should celebrate new leaves, completed tasks, and healthy routines in a warm, grounded way.
  - e.g. "New leaf spotted. Looks like your monstera is settling in nicely."

## Tone by context

- **Onboarding:** Be welcoming, low-pressure, and confidence-building. Emphasize that users don’t need to be plant experts. Ask for information in small steps and explain why it helps.
- **Care reminders:** Be clear and gentle. Lead with the plant and the action, then include a simple check so reminders don’t encourage overwatering or automatic care.
- **Diagnosis or plant problems:** Stay calm and specific. Avoid alarming language. Name likely causes, explain what the user can check, and offer the next best step.
- **Success states:** Celebrate lightly. Connect the win to the user’s care and the plant’s progress without sounding exaggerated.
- **Errors and technical issues:** Be brief, apologetic, and useful. Don’t use plant puns when something fails. Explain what happened, if known, and give a clear next action.
- **Marketing and app store copy:** Lead with peace of mind and healthier plants. Keep the promise grounded: Fernwell helps users understand care needs, build routines, and spot issues early.
- **Subscription or upgrade prompts:** Be transparent and respectful. Focus on deeper support, advanced tracking, and personalized care — never shame users for not upgrading.

## Messaging

**Audience:** Everyday plant owners who want healthier houseplants without becoming botanists: beginners, busy renters, gift-plant keepers, and growing collectors who need simple, reliable care support.
**Value:** Fernwell turns everyday plant care into calm, simple routines with timely reminders, clear guidance, and gentle help when leaves start sending signals.

- **Simple routines** — Personalized care schedules help users know when to water, feed, mist, rotate, or pause — without guesswork or overwhelm.
- **Plant-aware guidance** — Fernwell encourages users to check real conditions like soil moisture, light, season, and plant behavior before taking action.
- **Early, calm problem-solving** — When leaves yellow, droop, curl, or spot, Fernwell helps users understand likely causes and take one practical next step.
- **Steady confidence** — The app builds care habits over time, celebrating small signs of progress and making plant care feel less fragile.

## Lexicon

**Use:** `care routine`, `gentle reminder`, `check the soil`, `bright, indirect light`, `settling in`, `new growth`, `healthy roots`, `plant signals`, `small changes`, `a little time`, `ready for water`, `let it dry out`, `your plant may need`, `next best step`, `steady care`, `leaf-by-leaf`
**Avoid:** `black thumb`, `plant parent guilt`, `killer`, `dying`, `urgent!!!`, `hack`, `foolproof`, `guaranteed`, `obsessed`, `crush your plant goals`, `botanical jargon without explanation`, `overly cute plant puns in serious moments`, `shaming language like you forgot again`, `medicalized language like diagnosis confirmed`, `alarmist warnings like your plant is in danger`

## Mechanics

- **Capitalization:** Sentence case for headings, buttons, notifications, and in-app messages. Use title case only for proper nouns or marketplace requirements.
- **Contractions:** yes
- **Emoji:** Sparingly. A single 🌿, 🌱, or 💧 can appear in celebratory or lightweight onboarding moments, but never in errors, billing, privacy, or serious plant-health guidance.
- **Reading level:** Grade 6–8. Use short sentences, common plant terms, and quick explanations when technical terms are needed.

## Boilerplate

- **Short:** Fernwell is a friendly plant-care app that helps you build simple routines, understand plant signals, and grow with confidence.
- **Medium:** Fernwell makes houseplant care feel calm and doable. With gentle reminders, clear care guidance, and practical help for common plant problems, Fernwell helps you know when to water, where to place your plants, and what to do when leaves start to change.
- **Long:** Fernwell is a friendly plant-care app for everyday plant owners who want healthier plants without the guesswork. Create simple care routines, get gentle reminders, and learn how to read signs like dry soil, yellow leaves, drooping stems, or new growth. Fernwell pairs practical guidance with a calm, encouraging voice, helping beginners and growing collectors care for their plants one small step at a time. From first pothos to full windowsill, Fernwell helps you feel more confident in the care you give.

## Voice in action

**Onboarding welcome screen**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | Let’s get to know your plants. Add one now, and Fernwell will help you build a care routine that fits. | Welcome to Fernwell. Add your plants to generate a customized maintenance schedule. | The on-voice version is warmer and simpler, while still explaining the product value. |

**Add plant prompt**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | What’s growing with you? | Select plant species | The on-voice version feels human and inviting without sacrificing clarity. |

**Watering push notification**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| notification | Your snake plant may be ready for water. Check that the soil is dry before you pour. | Reminder: Water your snake plant today. | Fernwell avoids automatic instructions and encourages observation, which is better for plant health. |

**Skipped care reminder**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| notification | No rush — we’ll check your fiddle leaf fig again tomorrow. | You missed your fiddle leaf fig watering task. | The on-voice version removes guilt and keeps the user engaged. |

**Plant health concern**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| primary-cta | Check what the leaves are telling you | Diagnose plant disease | Fernwell sounds observant and reassuring, not clinical or alarming. |

**Yellow leaves guidance**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| empty-state | Yellow leaves can happen for a few reasons. Start by checking the soil: if it’s soggy, give your plant more time between waterings. | Yellowing indicates a likely watering issue. Adjust irrigation frequency as needed. | The on-voice version is specific, plainspoken, and actionable. |

**Completed care task**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| success | Watering logged. Your fern is all set for now. | Task completed successfully. | The on-voice version feels tied to the plant and the care moment, not a generic system status. |

**New growth celebration**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| success | A new leaf! Looks like your steady care is paying off. | Congratulations! Your plant growth milestone has been recorded. | Fernwell celebrates gently and naturally, without making the moment feel mechanical. |

**Empty plant list**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| empty-state | Your plant shelf is empty for now. Add your first plant and we’ll help with the care details. | No plants found. Add a plant to continue. | The on-voice version keeps the utility while making the empty state feel welcoming. |

**Photo upload error**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| error | We couldn’t upload that photo. Check your connection and try again. | Oops, that leaf got lost in the weeds. Please retry your upload. | Fernwell avoids puns when something fails and gives a clear next step. |

**Subscription upgrade prompt**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| primary-cta | Get deeper care guidance | Unlock premium features now | The on-voice version focuses on the user’s plant-care benefit, not generic SaaS language. |

**Light recommendation**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| error | Move your calathea a little farther from direct sun. Bright, indirect light will be gentler on its leaves. | Calathea requires optimal indirect illumination conditions. | The on-voice version explains the action in everyday language. |
