LUSHCULENTA / Identity | leafindex-designlab

"LUSHCULENTA" IDENTITY

identity direction
for Lushculenta (UK & Singapore)
year 2021

For Lushculenta, a succulent-focused brand based in London, UK, our team developed the brand's full visual identity system. Building on the client's existing name and tagline, "Succulent Lovers", we created the logotype and its rounded, hand-drawn character, alongside two watercolour succulent illustrations used across the brand's collateral, and a set of five graphic pattern systems drawn from botanical and geometric motifs. The identity was extended across a full range of applications, including business cards, envelopes, paper and canvas tote bags, cushions, storefront signage, and concrete planter packaging, as well as a poster and website homepage built around the line "With Love We Plant", paired with a Galatians scripture verse specified by the client. The identity system has been fully adopted and is now in use across the brand's physical and digital touchpoints.

Scope: Full visual identity system design, including logotype, illustration, pattern systems, and application design across print, packaging, signage, and digital collateral.(Brand name "Lushculenta" and tagline "Succulent Lovers" are the client's own; the scripture verse used in the "With Love We Plant" poster and website was specified by the client, not originated by our team.)

Lushculenta Booklet

"BENEFITS OF SUCCULENTS" BOOKLET

CONCEPTUALIZATION

promotional booklet
for Lushculenta (UK & Singapore)
year 2021

For Lushculenta (London, UK), our team produced Benefits of Succulents, a digital booklet built on the brand's existing visual identity. The booklet pairs full-bleed succulent photography with a structured set of short benefit entries — covering topics such as air purification, stress-free propagation, medicinal uses, and interior styling — introduced by an opening spread on the plant family's background and history. Our team was responsible for the full layout and design of the booklet, including the application of the brand's pattern system and logotype across its pages, while the benefit content itself was compiled from publicly available sources rather than originated by our team. The booklet has been adopted and is now in use as part of the brand's promotional material.

Scope: Full layout and design execution for the Benefits of Succulents digital booklet, including application of the existing brand identity system and compilation of benefit content from public sources.(Brand name "Lushculenta" and its visual identity system are the client's own/previously established; the benefit content presented in the booklet is compiled from publicly available sources rather than originated or independently verified by our team.)