Leaf Lounge

Leaf Lounge is a plant store that aims to change the way people experience nature. They wanted to transform the act of buying plants and turn it into an immersive experience, one that deeply connects plant enthusiasts with nature and its roots.

To bring this to life, they sought a clean visual identity that radiates calm, promote mindfulness and build a thriving community of fellow plant lovers.

Organic but simple

The main objective was to keep the brand clean and ensure it didn’t become an obstruction during the customer’s decision making, and allow them to truly connect them with nature. This created an interesting take on the creative approach as we had to move away from an organic style, but at the same time not turn the brand into a tech startup.

To guide the design process, we turned to symmetry which is a fundamental part of the nature and deconstructed the essence of a leaf into its simple forms, crafting a design system that delivers a serene and harmonious brand experience.

A brand for the community

The mirrored segments of the logo represents the different connections within the community, all united by love for nature. This brought about a sense of belonging and collective passion among plant enthusiasts in the design system.

Drawing inspiration from nature, we kept the brand's color palette and typography simple yet fresh, reinforcing the connection to the natural world while maintaining a clean and modern aesthetic.

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