Unfurl is a conceptual brand identity for a modern plant marketplace, born out of my lifelong passion for plant care. When I was in school, I’d pile my entire collection into the backseat of my car—seatbelts buckled—for the 18-hour drive home, just to keep them thriving through the summer. That same care inspired me to imagine a brand for people who don’t have access to a quality nursery where they live.

I chose the name Unfurl—a word used to describe the moment a new leaf unfolds—because it captures growth, optimism, and discovery without leaning on the overused tropes of “bloom” or “green.”

The identity is built around a natural palette: layered greens for foliage, terracotta orange for classic planters, and soft purples to balance the palette with calmness and contrast. I applied the brand suite to plant care essentials like fertilizers and sprays—products I use weekly but have always wished felt more aesthetic and intentional than the harsh hardware-store packaging they typically come in.

This project was both a design exercise and a love letter to the plants that have always traveled with me.