Dirtbag - Making gardening sexy again

This deceptively simple gardening brand was rooted in two things: the proven therapeutic benefits of nature, and the reality that so many of us (especially in London) are stuck in flats, high-rises, and postcodes with barely a patch of green in sight. It’s built for people who need that connection but don’t have the luxury of a garden.

Visual identity was led heavily by research. I dug into existing gardening goods and noticed a clear pattern: the market is plagued by outdated, overly floral and hyper-feminine visuals - that feel more like granny's shed rather than a city flat windowsill.

So, I came up with Dirtbag: a raunchy, sleazy houseplant starter kit brand for people with no garden, no patience for pastels, and no interest in pretending plants are a gentle hobby.