Community Plant Shop

Hey Nursery

The Challenge

During COVID lockdowns, people discovered plants. The problem: the plant market is expensive, and staying in the hobby is even more so.

"Hey" is a concept for a community-owned nursery. Members don't just shop here - they run it. Each member contributes a few hours a week, and in return receives a fixed discount on every purchase.

The design challenge: make a community model feel like a real brand, warm enough to attract people, structured enough to earn their trust.

Deliverables:

Brand Language

Brand Strategy & Naming

Packaging & Collateral

Character Illustration System

The mark started from one question: what does a group of people look like when they share something? One figure became four. Four became a pinwheel. The rotation implied both growth and community without spelling either out.