A concept rebrand and website for Patch, the plant delivery service that gives every plant a name. The idea genuinely works, and it lives in the product. The identity and the website just hadn’t caught up with it yet. We rebuilt both around the personality: characterful where it counts, clean everywhere else.
- Sector
- Plant care
- Year
- 2026
- Scope
- Identity, web, packaging
- Status
- Conceptual study
The mark.
It started with a question: how do you put “plants you can trust” into one shape? A tick came first, quality and reliability in a single stroke, so we grew it into a leaf and built the letter P from its form. Then the loop gave us an idea: a needle and thread, stitched straight through the name. Patch, hiding in plain sight. A quiet nod to patching things up, including your track record with plants. Simple, recognisable, unmistakably Patch.
Why a refresh.
Patch already sold plants well. In this self-initiated study, we found three areas where the brand could do more. The website could have made it easier to find the right plant. The visual identity didn’t feel distinctive enough to Patch, with a simple logo, a familiar sans, and a palette close to everyone else’s. And while every plant had its own name and character, that personality wasn’t carried through the brand itself.
The refresh was about bringing those things together: making Patch easier to navigate, more recognisable, and more expressive of what made it different.
The solution.
The site got stripped back and rebuilt on the new system, with the care icons doing the wayfinding and real hierarchy in the type, so it's faster to shop and easier to look at. The identity got specific: the stem from the mark running structurally through the icons, a palette of cream, sage and near-black with dusty pink held back for the moments that earn it, Satoshi on the headlines and Korolev keeping the body clean.
The character came out of the copy and onto the product. Every plant introduces itself now, by name on the pot and in its own individuality across all touch points. The store lets you shop that way too: by name and personality, not just species and size. Same plants, same idea Patch always had, just grown out the pot.
