Brand Guidelines · Est. 2020 · Islip, NY
Plants with a designer touch.
Everything you need to make GrowinShade look, sound and feel like GrowinShade, from the logo and colors to the way we invite you to a workshop.
Lush · Playful · Crafted
GrowinShade is a neighborhood plant shop founded by Kandice Rogers and Aaron Holmes, specialists in houseplants that thrive in shade. Throwin' shade is a good thing.
Pillar
Shop
Indoor tropical plants for all experience levels; design-forward pottery & plant accessories
Pillar
Teach
Hands-on workshops combining plant education and art; core to the business
Pillar
Gather
Community events: Plant Bingo, pop-ups, partner venues, Small Business Saturday
Join Our Workshops
Spend $35, get a FREE plant
How to use these guidelines
Start with the foundations, then use the identity pages as your reference while you design. The Applications page shows the rules applied to real pieces.
Foundations
Identity
Logo →
Versions, lockups, clear space and misuse.
Color →
Palette, bases, pairings and the Marigold rule.
Typography →
Mont Heavy, Montserrat, Work Sans and the signature headline.
Graphic Elements →
Line art, wavy rules, pills, blobs and the storefront.
Plant Badges →
Light, care and highlight badges for every plant.
Photography →
Plants, products and workshops, shot in real light.
In Practice
- Lead with Forest green and botanical line art. They make us recognizable even without the logo.
- Marigold marks the one thing that matters. A deal, a key word, a call to action. Never as text on light backgrounds.
- Three fonts, three jobs. Mont Heavy/Poppins for headlines, Montserrat for labels, Work Sans for reading.
- Sound like a friendly plant teacher. Welcoming, specific, lightly playful.
- Get the facts right. 541 Main St. Islip, NY 11751 · 631.623.5707 · hello@growinshade.com