Sproutl is an online marketplace where people can buy plants and gardening products from the UK’s best garden centres, shops and nurseries – delivered straight to their door. Sproutl wants to grow the industry for everyone, by making gardening feel easy and modern.
We felt Sproutl needed an identity that could grow, just like its plants. So that’s what we created. Taking inspiration from the name, the core symbol can grow into many of the products Sproutl offers – from flowers and houseplants, to shrubs and trees.
New users can choose a symbol as their avatar. They can also answer a series of questions about their needs, which then influence the content they are served throughout the Sproutl site.
Some gardening information, such as instructions, can be difficult or dense. To make it more accessible, we created a set of growing illustrations that reference the core design language and build on the brand idea.
The Sproutl identity can be applied in a number of ways that bring the brand to life: from referencing the curves of the Sproutl symbol, to using iconography as visual punctuation that grows into a plant by the end of a sentence.
Every element comes together on the Sproutl website: a platform that connects newbies and seasoned gardeners with garden centres across the UK. Throughout the site, animations help build the idea of growth and explain different products.
Over the course of this project, we worked with a number of talented illustrators including: An Chen, Cha, Thomas Hedger, Micke Lindebergh and Milena Bucholz.
Anni Noel-Johnson, Founder
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