Aeolidia to the rescue!
GRDN is a beloved specialty garden and home store located in the heart of Boerum Hill, Brooklyn since 2004. Amidst the busy-ness of city life, this calm and relaxing space serves as a respite, a place where urban gardeners can feel reconnected to all the things they love about nature. After more than 15 years of operating as a brick-and-mortar, owner Susanne wanted the shop’s online space to do two things more effectively: reflect the experience of being in the store and drive more online and in-person business to GRDN.
“I want a better representation of the brand. I feel the website should act as a business card and tell the story of GRDN,” she said.
While Susanne was happy with the brand’s visual identity, she knew it was time to give it an invigorating refresh that would help the company’s growth.
Aeolidia to the rescue!
Mike on our team created a new visual design for the brand, while Christine translated the new logo, patterns, and palettes into a new web design that would more effectively bring the in-store feel of the shop to the online realm. New copy for the site’s home, about, and internal pages further showcased the key elements that make GRDN such a unique place.
Designer Mike Dornseif focused on expanding GRDN’s visual brand language in a direction that felt true to its roots while still taking it to a new level. Susanne was drawn to limited but bold color palettes, organic shapes, and clean modern type. By refreshing some of the green tones in GRDN’s former logo and marrying those with more modern colors, he was able to create a logo that felt cohesive yet expansive. This approach allowed a lot of flexibility with which to create patterns, icons, and other visual assets.
Christine Castro designed a new online space for GRDN focused on using nature to inspire customers to want to return to the site to see what’s going on at the store. The concept features a well organized responsive layout, clean typography and a rich color palette to showcase nature as the true star. By allowing GRDN’s lush photography to shine while making the shopping experience seamless, the site appeals to the store’s affluent, urban customers with modern tastes. Editorial photography shots paired with engaging copy are meant to keep customers scrolling and encourage clicks—and ultimately, purchases.
Brick and Mortar Page
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LIVE WITH NATURE
GRDN cultivates joy and inspiration for all who seek to connect with nature. We work with a global community of designers, makers, growers, and farmers providing a true experience of each season. With an ever-changing selection of unusual plants, flowers, and artisanal objects, GRDN creates natural environments for the modern home.
Visit us in Boeurum Hill Brooklyn.
shop Garden >
Pottery, tools, and gardening essentials curated for their practical beauty.
shop Flowers and Plants >
Gift seasonal blooms, branches, leaves, and herbs. Delivered throughout NYC.
shop Home >
Global and local artisanal objects designed to bring nature home.
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GRDN is a place where one can experience the joys of nature in the dense city sprawl of New York City. We carefully cultivate an unusual collection of plants, flowers, gardening tools and home decor with a focus on authenticity and a sense of surprise.
Practical yet inspired, our selection brings nature’s gifts to the everyday. We collaborate with local and global designers, makers, growers and farmers who are passionate about connecting to the natural world. At GRDN, the traditional, organic, and wild come together to create a true experience of the season.
GRDN was founded in 2004 by Susanne Kongoy, who believed that even in the most unexpected places, one could find beauty and connect with the earth. She found a humble space—once a furniture repair shop—with a small, sun-filled backyard. It was here that she set up shop, providing a much-needed respite and connection to nature for the Brooklyn community.
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Located in Boerum Hill Brooklyn, GRDN stocks everything you see online as well as an abundant selection of cut flowers that can be purchased by the stem or chosen to create a custom bouquet.
In addition to the selection of plants we have online, the store has an extensive selection of large and small indoor plants to choose from. The outdoor nursery features a unique selection of annuals, perennials, organic herbs that are carefully selected to work in your urban garden.
Our knowledgeable staff is here to assist you in creating bouquets and answering all of your questions regarding plant choice and care.
GRDN’s collection changes seasonally. Visit us often at:
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