Project overview

Pariah Botanical Market began as a brand new concept centered on the idea that plants are not just products, but part of daily life. The intention was to explore how a botanical brand could feel lived-in, educational, and community-driven rather than transactional.

This passion-led project focused on building a brand identity system with a clear point of view and the flexibility to grow over time.

The challenge

Many plant retailers lean heavily on familiar visual language that prioritizes greenery and product display over experience.

For Pariah, that approach presented a risk. Without a defined direction, the brand would read as a high-end plant seller rather than an informed, welcoming space built around learning, care, and connection.

The identity needed to signal that Pariah was a home not only for botanical oddities and rarities, but also for the people who tend to them.

Our approach

The work centered on differentiation through mood and restraint.

We made a deliberate decision to avoid green as the primary brand color. While it is the expected choice for plant-based brands, it would have positioned Pariah alongside countless others in the same space. Instead, the identity uses a bold magenta tone that contrasts with the surrounding visual landscape while still complimenting natural elements.

The overall aesthetic draws from subtle references to the 1980s, a period associated with tactile environments and personal expression. This influence helped reinforce the idea of plants as part of the home rather than decorative afterthoughts.

What we delivered

The result was a complete brand identity system designed to work as a unified whole.

The system includes primary logos and supporting marks, a distinctive color palette anchored by magenta, and a typography direction that balances personality with clarity. Each element was developed with future application in mind, allowing the brand to remain consistent as it expands into new spaces and formats.

Outcome

Pariah Botanical Market now has a defined foundation that supports both launch and long-term growth.

The identity establishes a clear perspective and creates room for future locations, interior and exterior environments, educational programming, and community-driven events. While conceptual in nature, the work demonstrates how intentional brand systems can shape experience, not just appearance.