Allison Dobkin
Writer, strategist, go-seeker.
We set out to bring a special sensibility to the Bleume brand by romancing the ordinary, eschewing the conventional category tropes in favor of something more atmospheric. As a romantic transition in every day, the blue hour enchanted our imaginati

Bleume

Strategy + Messaging

Bleume makes nourishing living things a more beautiful practice with liquid fertilizer for indoor gardening. The brand’s mission is to make plant care easy, joyful, and considered – values highlighted throughout the identity.

We set out to bring a special sensibility to the Bleume brand by romancing the ordinary, eschewing the conventional category tropes in favor of something more atmospheric. As a romantic transition in every day, the blue hour enchanted our imaginati

We set out to bring a special sensibility to the Bleume brand by romancing the ordinary, eschewing the conventional category tropes in favor of something more atmospheric.

As a romantic transition in every day, the blue hour enchanted our imaginations. We saw it as a magical moment of transformation between light and dark, where things are less certain and more fluid, more open to change.

Then we pushed the idea further by reimagining it as a mysterious hour of generative plant growth, hidden from human view. We named this concept The Bleume Hour—a period of plant possibility when flowers bloom, tendrils twist, leaves unfurl and the

Then we pushed the idea further by reimagining it as a mysterious hour of generative plant growth, hidden from human view. We named this concept The Bleume Hour—a period of plant possibility when flowers bloom, tendrils twist, leaves unfurl and the garden grows.

We infused this twilight sensibility throughout the brand identity.

We infused this twilight sensibility throughout the brand identity.

The tagline ‘The Joy of Growing’ encapsulates the brand philosophy of making plant care an accessible practice that enhances everyday life.

The tagline ‘The Joy of Growing’ encapsulates the brand philosophy of making plant care an accessible practice that enhances everyday life.

By repositioning fertiliser as a lifestyle object, we resonated with modern plant owners who view houseplants as part of how they style their spaces.

By repositioning fertiliser as a lifestyle object, we resonated with modern plant owners who view houseplants as part of how they style their spaces.

This project was featured in The Brand Identity .

This project was featured in The Brand Identity.

Created with Forner Studio, 2023.

Created with Forner Studio, 2023.

DESIGN: KATI FORNER /// STRATEGY+VERBAL ID: ALLISON DOBKIN

*Lifestyle photography for concept only.