A reconnection with plants, nurturing homes, curiosity, and confident growth through storytelling visual
(CHALLENGES) Modern urban life often creates distance between people and the natural world. For Gaias, the challenge is to bridge that gap by showing how plant care brings emotional well-being, a sense of purpose, and everyday beauty. The brand must build a clear and engaging identity that captures its core values of growth, connection, and shared discovery. It also needs to appeal to a wide audience from first-time plant owners to longtime enthusiasts through language and visuals that feel warm, approachable, and inspiring. Gaias must not only sell plants, but cultivate a way of living that is thoughtful, nurturing, and rooted in joy.
• Brand Strategy (Concept, Naming, Platform) • Core Identity (Logo, Color, Fonts) • Visual Identity (Graphic, Editorial, Photo) • Interior Moodboard (Concept, Direction)
Layơ Lab created a brand identity full of life, blending organic forms with symbolic meaning. The system celebrates the plant-care journey and helps Gaias grow as a warm, inclusive botanical brand.
(BIG IDEA) Drawing inspiration from butterflies, natural pollinators essential to ecosystems, Gaias embraces this symbol to honor its plant-loving community. Central to the identity is a custom motif called “lefa,” a fusion of leaf and butterfly. This visual anchor reflects the harmony between nature and nurture. The soft, rhythmic motion of lefa elements brings gentle movement into layouts, echoing the excitement of caring for a growing plant. Whether it’s your first sprout or a flourishing jungle at home, the motif reminds users that each step in plant care is a small triumph. It turns the brand into a garden of joy, learning, and shared growth.
The identity reflects the rhythm of plant life through flowing, abstract illustrations. Inspired by “sunlight through the garden,” light and shadow create subtle, nature-driven moments of emotion and curiosity.
(IDENTITY) The color palette radiates vitality, combining fresh greens with calming neutrals to reflect both energy and balance. Typography features a soft serif typeface with curved details, echoing the gentle movement of vines and stems. The layout system resists strict structure, allowing content to spread freely across the page like a plant finding its path toward light. Text flows organically, with space for breath and discovery. This approach brings warmth, fluidity, and a quiet sense of wonder to every touchpoint making the visual identity not just a look, but a living experience rooted in growth, beauty, and care.
(Key features)
• Lively Green Botanical Palette • Organic Nature-Inspired Illustrations • Flowing Layouts That Grow Freely • Interactive ‘Lefa’ Die-Cut Details
GAIAS needs a bold and organic editorial system that breaks conventional layouts, expresses untamed creativity, and invites readers to experience the brand through playful, sensory-driven visual storytelling.ter unity and emotional resonance to reflect its evolving brand image.
(APPROACH) Layơ Lab approached GAIAS's editorial design with a spirit of experimentation. Breaking free from rigid grid systems, we allowed typography to flow naturally like wild vines, unpredictable yet always readable. Organic illustrations layered with leaf-like shadows bring a sense of movement and life to the layouts, mimicking the spontaneous beauty of nature. Each element, from text to visual, was treated as a living organism, growing freely while remaining intentional.
Gaias wouldn’t be what it is today without Layơ’s dedication, insight, and creative discipline. I’m truly grateful to have found a team that sees branding not just as design, but as a form of storytelling with soul.
Inspired by GAIAS’s lively spirit and its celebration of the bond between people and nature, we designed the space as a living garden, where every detail tells a quiet story of growth, care, and emotional connection.
(INTERIOR) We designed the space to echo GAIAS’s spirit—alive, adaptive, and rooted in nature. High ceilings, skylights, and soft natural light mimic how plants grow freely. Clusters of greenery form gentle paths, inviting exploration like a walk through a living forest. Modular displays and raw materials like concrete, wood, and soil reflect flexibility and authenticity. Movement through the store is calm and intuitive, encouraging visitors to pause, connect, and care. Just as they would with their own plants.
