Challenge
Create a brand for an ecommerce plant shop that seeks to bring small moments of joy and purpose through a simple act of caring for a house plant.
Brand Positioning
Growing Joy creates a simple and enjoyable experience for busy, young working professionals to discover and easily care for house plants while learning about proper gardening methods. The brand offers an accessible experience for all plant lovers – even those who think, "everything I touch dies."
Brand Tone
Approachable, Blissful, Exploratory, Empowering
Brand Identity Design | Brand Strategy
Growing Joy is a plant shop brand that strives to bring moments of life and purpose into the busy, mundane routines of working professionals, starting by introducing some greenery into their homes.
Plant care can be intimidating for first-timers and those with busy schedules, but Growing Joy believes that it should be accessible for everyone.
The final logo combines the letters G and J with a leaf to represent plants and a smile to represent joy. The result is simple and bold enough to be used on plant packaging.
The vibrant colour palette stands out among other competitor plant shop brands.
By choosing a decorative font, it helps to bring out the playfulness of the brand.
