Löa | Online Garden Subscription

This project aimed to redefine how people connect with nature in their daily lives. The goal was to create an online subscription service that delivers a box of starter garden plants four times a year, one for each season, bringing the rhythm of the natural world directly into modern homes.

The challenge was to design a brand experience that feels fresh, intentional, and accessible, appealing especially to busy individuals and younger audiences who prefer digital convenience over traditional garden centers.

The identity needed to stand apart from the earthy, rustic aesthetic of conventional gardening brands, with a short, memorable name and a distinct logo, color palette, and typography that express calm, continuity, and a modern connection to nature.

The Löa logo is inspired by the character of handwritten text: organic and quietly expressive.

The balance between playfulness and precision reflects the brand’s spirit: light, approachable, and rooted in the rhythms of everyday life.

The subtle curves and open forms suggest a sense of ease and flow, much like the slow, steady growth of plants through the seasons.

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