FORNER reimagines liquid fertiliser as lifestyle object for Bleume

In the houseplant care aisle, liquid fertilisers typically announce themselves through earthy greens, rustic browns and photographic close-ups of thriving foliage. The visual language speaks to function and reliability, positioning these products as practical gardening aids rather than objects worthy of display. Bleume, a new liquid fertiliser brand, takes a different approach entirely. Working with Los Angeles-based creative studio FORNER, the brand sidesteps conventional plant care aesthetics in favour of something more atmospheric. The identity centres on ‘The Bleume Hour,’ a concept that reimagines the blue hour – that fleeting twilight period when the sun sits just below the horizon – as a secret window into plant growth. “We were enchanted by the blue hour as a romantic transition in every day,” explains Allison Dobkin, Director of Strategy & Copy at FORNER. “We explored 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.” This narrative device emerged from early conversations with the client about “romancing the ordinary,” a strategy that would distinguish Bleume in a category dominated by utilitarian presentation. The name itself holds the French word ‘bleu,’ which provided a natural entry point for exploring blue as a primary colour rather than the expected greens. The result is a twilight sensibility that infuses every aspect of the brand, from colour palette to messaging, positioning plant care as a contemplative ritual rather than a maintenance task.