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.

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PlantEra's digital identity was designed to establish their position as an authentic, serious contender in the plant subscription marketplace.

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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.

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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.

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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.

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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.

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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.