Case study
Greenbox is the plant nursery that delivers. Part online plant delivery service and part third space where plants, coffee, and music coexist: Greenbox is both an in-store and DTC experience. From sips to vibes, it’s a magical refuge tucked away in the West Village.
The visual identity I designed feels calm, cultural, and quietly magnetic across digital and physical touchpoints.
Process
Discovering the refuge
Greenbox is so much more than a plant pusher. It’s a relief from the city without leaving it. The brand needed to transcend transactional e-com and slip into something more experiential … like a place you’d want see, explore, and revisit. The concept became simple and grounding: the plant nursery that delivers. The idea applies to both your door or your nervous system.
Designing a the touchpoints
The identity centers on restraint and rhythm. Earth-toned greens, generous white space, and a bold, architectural logo system give the brand understated confidence. Photography and layout choices lean editorial, which allows plants and their vibe to sing. The system flexes seamlessly between storefront, shipping box, and screen.
Every touchpoint reinforces the same idea: Greenbox is both destination and delivery. Online shopping felt intuitive and clean; in-store moments feels relaxed and curated for plants, coffee, music, and community moving together.
Outcome
The final brand positioned Greenbox as more than a plant shop. It became a local lifestyle experience for calm. The identity translates effortlessly across OOH, packaging, and digital, creating a cohesive world customers could step into or order from.
Its visual system built to scale: with a point of view that differentiated it from traditional nurseries and a brand presence that’s as composed as the homes where its plants will live.
