A fresh brand update for a growing product company.

After a successful Kickstarter campaign, Grove needed help transitioning from scrappy startup to high-end product company. We worked with their talented team to rename their flagship product, reorganize their website from the ground up, streamline their e-commerce system, and create a whole new look and feel to appeal to the right customer base.

During our discovery process, we learned that the Grove team was spending a lot of their time answering the same questions over and over, despite the fact the information was on the website — somewhere. We unearthed this valuable content and promoted it to the top level of the website, creating a space for customers to not only self-serve, but to share their own advice on maintaining their gardens, growing specific plants, and keeping their fish happy while they’re on vacation.




  • branding
  • content development
  • visual design
  • site development
  • art direction

To coordinate more closely with the new look and feel of the site, we reworked Grove’s existing logo.

Not wanting to stray too far from the original concept of a leaf housed in a container, we carefully redrew the mark, simplifying it to its most minimal form and making sure it would hold up to being etched into the side of the product, stitched onto t-shirts, and as an app icon.

To complement their flagship product, Grove also curates a market with items like seed packets, fish food, and test kits specifically for the Garden. We added an editorial spin then built a cohesive checkout experience for products with wildly different specifications, delivery times, and payment methods.