Both’s rebrand for plantscapers Pop Plant utilises their scientific know-how and aesthetic prowess

Aesthetic value and scientific expertise are at the foundation of Pop Plant, plantscapers who specialise in interior and exterior inner-city spaces. Finding an ever-increasing popularity from studios and businesses from the art and design industry, such as designers and architects, Pop Plant approached Melbourne-based design studio Both, formerly Mildred & Duck, in order to redirect their identity to be more in line with their client-base.

Manifesting in an entire rebrand, Both ran with Pop Plant’s principles of aesthetic and scientific know-how, typographically representing as such through a pair of thematically contrasting but sympathetically complementary typefaces. “We wanted to make sure both typefaces would have a degree of approachability and personality,” Both tells us “as Andrew (who runs Pop Plant) is a warm and friendly person.”

This led to GT Alpina by Grilli Type and Banana Grotesk by Monkey Type as the chosen pairing. In keeping with Pop Plant’s own theme, the decisions that led to selecting the typographic couple were both aesthetic and logistical. Both explain that “Alpina and Banana Grotesk have distinctive and personality-rich quirks (like the lowercase a’s),” as well as being able to “sit harmoniously together,” due to their “similar x-heights and proportions which made them a good match.”

In order to appeal to Pop Plant’s new “more design-aware clientele,” and be able to natural assimilate next to the design-savvy identities of the latter, Both explain that they chose green as the logical choice for their brand colour, however, “wanted to steer away from a typical “foliage green” to avoid cliche and expectation. “We also relied heavily on the black and white supporting palette to prevent the design from becoming too ‘natural,’” Both recall, producing a simple but cohesive mix of type and colour that is as friendly as it is deliberate.

Both thrived in the limited budget offered, allowing process and practicality to help inform the design. Referring to the boxed enclosure of the wordmark, Both explain that “we ended up opting for the woven patches so they could be applied to all kinds of workwear as needed,” such as jumpers or hats, that can be implemented when needed – depending on their team size and season.

Typefaces GT Alpina by Grilli Type / Banana Grotesk by Monkey Type Photography: Shelley Horan Paper: G . F Smith Wild / Ball & Doggett Knight Smooth Print: Colour Options / Press Print