moss takes the idea of a flower delivery service, but instead offers "gifts that grow", in the form of terrariums and beautiful succulents. It is a more unique (and longer lasting) gift, meaning less waste, and a lasting impression on the gift receiver.
The target audience is geared towards both male and female, and is not traditionally female focused like a normal flower delivery service. The target age is 20 - 40, and leans towards modern, clean luxury.
When I think about our product values, I would liken it to a Scandinavian fashion or interiors brand. Think soft hues, simple lines, the use of grey and white. However because this is a natural product, it still has a slightly more organic and green feel to it. I imagine the receiver of a moss gift to take it home to their lovely apartment or house that is full of natural light, high ceilings and beautiful floorboards. That said, I would not place this right at the top of the luxury spectrum, as I want it to feel aspiration yet still achievable, and a chic, special gift to give someone, without costing the earth (mind the pun).