Experts in the California Garden

When customers step into Flora Grubb Gardens, they’re immersed in an inspiring, design-driven, plant-filled oasis, all with a relaxed California vibe. It's the shopping destination for gardeners and plant-lovers in San Francisco. Twenty years after first opening its doors, Flora Grubb asked Office to help usher in its next chapter as the company expands to LA.

Office helped define Flora Grubb's overarching brand positioning, amplifying what sets them apart. First and foremost, they're experts in the California garden, with a carefully curated selection of plants that thrive in the state’s microclimates. Many customers don’t realize that Flora Grubb is also a wholesaler, growing a majority of their plants themselves on farms in Southern California. Finally, the shopping experience is unparalleled, with inspired merchandising and personalized service from highly-knowledgeable staff.

With this in mind, Office re-imagined the visual identity system that reflects the artful and elevated-yet-approachable aesthetic that Flora Grubb is known for, in a system that’s flexible to work across the experience — from signage and trucks, to website and social media, to plant tags and pottery. The LA and SF outposts are distinct experiences, as they should be, to reflect the different locations and customer needs; at the same time, they’re unmistakably Flora Grubb.