Sam Smith
Founder
In their own words
The original identity got us a long way and was core to the experience we wanted to create: fun, homemade, the absolute opposite of how the gardening industry looks and sounds.
Putting our customer base at the centre of our branding is so expressive.
Land of Plenty absorbed everything about us and helped Pot Gang express itself in such a fun, joyful and interactive way. Nailed it!
I wanted to build a studio based fully on trust.
The biggest challenge has been to learn when to say no to a job.
Finding that balance between human creativity and AI automation is where the magic lies.
Articles & interviews3
- Pot Gang Rebrand Showcases 180+ Subscriber-Created Logo Artworks
London-based studio Land of Plenty rebranded Pot Gang, a home gardening subscription service, around a participatory concept called 'Gang Made.' The identity features a living logo with over 180 subscriber-created versions of the word 'Gang' beneath a fixed 'Pot' mark, celebrating community creativity. The rebrand extends across packaging, illustration, and motion, maintaining the brand’s DIY spirit while providing a cohesive system.
- When your customers are also your design team: how Land of Plenty rebranded Pot Gang
Creative Boom’s article by Tom May explores how London studio Land of Plenty rebranded Pot Gang, a gardening subscription service, by turning its community into co-creators of the brand. The 'Gang Made' concept invited subscribers to design parts of the logo and illustrations, resulting in a living identity system that reflects the brand’s playful and communal spirit. The project demonstrates how participatory design can coexist with strategic brand control.
- "Villagers Studio Crafts Unique Teams for Each Project Like Pop-Ups"