Growfolk is an urban gardening brand designed for time-poor professionals living in East London. With a focus on sustainability and small-space solutions, it supports a new generation of gardeners who value the environment but don’t always know where to start. Designed for urban balconies, windowsills and curious first-time growers, Growfolk helps city dwellers turn small spaces into thriving ones.
THE CONCEPT
The creative concept, “Grow Together,” captures Growfolk’s mission to make gardening more accessible for urban dwellers. A warm, friendly tone of voice plays a central role in achieving this—appearing consistently across every touchpoint to invite, include, and encourage. Aimed at people who want to grow their own plants and produce but feel disconnected from traditional community garden spaces, the brand offers workshops, tools, and advice—creating a more approachable way to engage with nature in the city.
The visual identity draws from natural plant forms. The logo was hand-drawn using a brush marker, inspired by the curves and movement of running vines. Supporting abstract graphics were developed in Illustrator, based on recognisable UK houseplants and gardening tools. A palette of greens, purples, and neon brings energy and contrast—making the brand visible and vibrant against the grey backdrop of the city, lending itself to out of home and digital experiences.
