OMSE’s illustrative identity for Sproutl vibrantly captures the joy and diversity of the garden
Aiming to become the go-to one-stop-shop for all things plant and garden based, online marketplace Sproutl purveys not only green-fingered goods, but also provides an accessible, customisable virtual space for ideas, tips, tricks and discussions on all things horticultural. Turning to OMSE for assistance, the London-based design studio created a spirited identity that captures the expertise behind the scenes at Sproutl, as well as the contemporary energy of the company.
Inspired by the notion that the identity – like a plant – can grow, flourish and blossom, OMSE crafted a fundamentally adaptable solution that cuts through the noise and confusion associated with gardening information, and instead clearly champions the beauty, benefits and playfulness of plants. Working closely with illustrators An Chen, Cha, Thomas Hedger, Micke Lindebergh and Milena Bucholz to provide the identity with an array of unique perspectives.
“Plants grow in many different ways – that's the joy of it,” Co-founder and Creative Director James Kape tells us, “we wanted to bring this element of surprise to life with weird and wonderful illustrations,” he adds, noting the decision to work alongside a variety of creatives on a single brand. “The five chosen aim to show a wide spectrum,” Kape explains, “some are dialled up, such as the Swiss cheese plant that’s grown out of control, while others are simple and geometric,” suggesting that – much like the subject matter – the illustrations will continue to develop and evolve over time. Brought together through the powerful use of colour; chosen to stand out amongst the stereotypical greens of the marketplace.
Whilst the illustrations in many ways lead the identity’s visual structure, the choice of URW Type Foundry’s Antique Olive and Milieu Grotesque’s Patron as Sproutl’s typefaces cements the brand’s meticulous graphic system, grounding it in playful – but crucially pragmatic – letterforms. “Patron is super functional across products,” Kape explains, “while Antique Olive injects a bit of bounce and personality,” he concludes, “better reflecting the vibe and character of the brand.”