Propagating Monsters, a charming small business based in California, is run by my dear friend Alexa. She currently sells her handmade plant care products through Etsy, which is great for gaining traffic. However, Alexa dreams of running her own online shop in the future. I was thrilled to help her conceptualize this vision. She wanted the branding to be warm, comforting, playful, and cute, yet still modern and flexible.

While the business already had a logo, there was no cohesive branding. The colors were plain black and white, and the packaging seemed random. To address this, I developed a color palette using earthy tones of brown, beige and orange, complemented by green shades to underline the plant aspect and evoke a warm, comforting feel. The website design features plant illustrations alongside real images of Alexa's products, creating a playful yet modern look. The webshop will eventually be developed by Alexa and her family on Shopify when they are ready to take that step. This concept sets the stage for a seamless transition from Etsy to their own charming online store.