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.