Brand ID, Digital Design
PlantEra is a unique plant subscription service delivering outdoor flowers and vegetables from local growers to urban professionals with access to limited outside spaces. With the 2020 pandemic leaving many city-livers stranded at home, PlantEra began to provide access to an ever-changing range of plants and expert advice on keeping them healthy, promoting small gardens and balconies as an opportunity to reconnect with the wider world.
PlantEra's digital identity was designed to establish their position as an authentic, serious contender in the plant subscription marketplace.
Establishing a brand persona defined by trustworthiness and knowledge-sharing, PlantEra balances educational authority and light-hearted warmth.
PlantEra’s logomark is inspired by their offering, using a clean geometric treatment to suggest the dawning of a new generation of inner-city gardeners. Nesting leaves reduced to minimalist shapes offer dual meaning — acknowledging the product, but also PlantEra’s ethos of patience in the face of gardening frustration, positioning the leaves at an acute angle to suggest a clock’s face.
Collecting a warm palette of hues that are quintessentially organic and yet carry a sense of playfulness, vibrant tints of mustard, teal, orange and red are combined in pairings that deliver maximum contrast, ensuring a diverse catalogue of colourways to be used across the PlantEra’s collateral.
A collection of assets to supplement PlantEra's launch include a web design with e-commerce functionality, and modern botanical illustrations that capture PlantEra’s USP — a plant selection process that matches customers to their ideal plant, based on their needs and the space they have access to.
Following a competitor review of social media usage within the industry, PlantEra were presented with a social strategy and an editable bank of templates that will fulfil their needs moving forwards as a digital brand.
To feature on a series of plant-care guides that will accompany each order, a set of icons were created, designed specifically to deliver clarity at small sizes and work cohesively alongside the logo.