Plant Place
Plant Place was trying to expand from a neighborhood nursery into a go-to source for all things plants, but the identity still looked like every other shade of green on the block.
Services
Branding Strategy
Visual Identity
Verbal Identity
Overview
Plant Place Nursery is a beloved, family-owned staple in Jacksonville, known for its local charm. For years, their reputation for quality plants coupled with even better customer service drew people from all over the city. This strong local presence allowed them to expand to include full residential and commercial landscaping services. However, this growth placed them in direct competition with larger, more heavily branded nurseries, highlighting the need for an identity that could reflect their expanded expertise and unique charm.
Brand Strategy
Plant Place's real advantage was the people running it, friendly, warm, welcoming, in a category where most competitors read as interchangeable shades of green. Being smaller and family-run wasn't something to downplay next to bigger nursery chains, it was the entire differentiator.
The identity needed to put that warmth front and center instead of blending into the category's usual look. That became the north star: let the people behind the plants carry the brand.
Visual Strategy
The Plant Place color palette was designed to reflect the brand’s natural roots and friendly personality. Three shades of green create depth, with a bright lime included for strong contrast and readability.
Secondary colors, inspired by the nursery’s floral variety, bring in vibrant accents. These pops of color break away from typical all-green competitors, adding warmth and flexibility to the overall visual identity.
The primary typeface is Eixample Dip Bold, used in both the wordmark and main headings. Its friendly curves and bold weight help the brand stand out while staying approachable.
Poppins is used as the secondary typeface for body text and supporting headings. Its wide range of weights and clean, rounded forms pair well with the primary type, keeping the overall look cohesive and easy to read.
