The Brief
To create a personalised gardening journal as a birthday gift for a passionate home gardener. The journal needed to be both functional and inspiring — a place to record garden layouts, plant preferences, seasonal tasks and supplier details, all while reflecting the owner’s love for nature and her unique gardening style. It had to feel personal, beautifully designed and easy to use throughout the year.
Design Approach
We approached the project like we would any brand-led publication: by putting the user — in this case, a single person — at the heart of every design decision. We gathered insights about her gardening habits, aesthetic preferences, and planning style. The structure of the journal was carefully considered to include sections such as design layouts, plant profiles, supplier notes, and a month-by-month planner.
To maintain a consistent visual language, we used AI to generate custom botanical imagery with a soft, romantic tone that echoed the character of her garden. Thoughtful typography and a natural colour palette tied the visual identity together. The result was a practical yet heartfelt tool that balanced design and utility — and most importantly, it was incredibly well received.
