The PlantPal Brand Kit.
The official source of truth for everything PlantPal. Marketing, app screens, social, partnerships, and merch all start here.
01
Brand Foundation
Name
PlantPal
Tagline
Grow with confidence.
Mission
Help people stop killing plants and start enjoying gardening.
Personality
Think
Liquid Death meets Duolingo, for plants.
02
Logo System
The Living P. One mark, used consistently, everywhere. Always use the official PNG asset. Never redraw it.
Primary · full color
Secondary · on brand green
Dark version
Icon only · app icon
Clear space and size
- Keep clear space around the logo equal to the height of the icon tile. Nothing crowds the mark.
- Minimum icon size: 24px digital, 10mm print.
- Minimum full logo width: 100px. Below that, use the icon alone.
Never do this
Don't stretch
Don't recolor
No tilt, no shadows
03
Color System
Greens do the talking. Everything else stays out of the way.
Primary Green
#2D6A4F
RGB 45, 106, 79
Logo, primary buttons, headers, key actions. The backbone of the brand.
Secondary Green
#74C365
RGB 116, 195, 101
Growth accents, success states, progress bars, healthy-plant signals.
Soft Green
#95B89B
RGB 149, 184, 155
Borders, dividers, subtle backgrounds, secondary UI surfaces.
Background
#FAFBF8
RGB 250, 251, 248
Page backgrounds. Warm, calm, and never sterile white.
Text
#111827
RGB 17, 24, 39
Headlines and body copy. High contrast, easy reading.
04
Typography
Plus Jakarta Sans for headings. Inter for body. Both free, both everywhere.
H1 · Plus Jakarta Sans Bold · 56-72px
Stop killing your plants.
H2 · Plus Jakarta Sans Bold · 32-40px
Plants are dramatic.
H3 · Plus Jakarta Sans Bold · 20-24px
Your plant coach in your pocket.
Body · Inter Regular · 16-18px
PlantPal tells you what your plants are, what's wrong with them, and what to do next. Snap a photo, get an answer, water accordingly.
Caption · Inter Medium · 12-14px
No green thumb required.
05
Voice & Tone
PlantPal speaks like a knowledgeable friend. Short sentences. No fluff. No corporate language. No startup buzzwords. No em dashes.
Do
- ✓“Plants are dramatic.”
- ✓“Yellow leaves are a cry for help.”
- ✓“Let's figure out what's wrong.”
- ✓“Your plant isn't dead. Yet.”
- ✓“Water it less. Seriously.”
Don't
- ✕“Bad startup sentence #1 (withheld from public kit)”
- ✕“Bad startup sentence #2 (withheld from public kit)”
- ✕“Bad startup sentence #3 (withheld from public kit)”
- ✕“Bad startup sentence #4 (withheld from public kit)”
- ✕“Bad startup sentence #5 (withheld from public kit)”
Full bad examples are in the internal brand doc. Email support@plantpal.app with subject “Brand voice examples”.
06
Brand Messaging
Primary headline
Stop killing your plants.
Alternative
Your plant coach in your pocket.
Alternative
Plants are hard. PlantPal helps.
Alternative
Grow with confidence.
Core message
PlantPal tells you what your plants are, what's wrong with them, and what to do next.
07
Iconography
Rounded, friendly, simple. Consistent 2px stroke. Lucide icon set, primary green on soft green tiles.
Scanner
Plant Doctor
Academy
Weather
Garden
Notifications
08
Photography Style
Real plants, real light, real progress. If it looks like a stock photo, it is one. Don't use it.
Use
- ✓Real plants, flaws included
- ✓Natural lighting
- ✓Warm colors
- ✓Healthy gardens
- ✓Progress photos: before, during, after
Avoid
- ✕Stock business people pointing at plants
- ✕Corporate imagery
- ✕Futuristic sci-fi imagery
- ✕Generic tech graphics
- ✕Anything with a glowing circuit board
09
Illustration Style
Bright, friendly, Nintendo-quality polish. Slightly playful, always garden focused.
Planty mascot
The face of PlantPal. A soft, friendly leaf character with the white leaf mark on the chest. Always from the official artwork. Never redrawn.
Plant illustrations
Rounded leaves, soft shading, recognizable species. Cute but botanically honest.
Garden graphics
Beds, pots, and yards drawn warm and inviting. The garden you wish you had.
10
Planty
Plant guide and coach. Helpful, funny, encouraging. Never annoying. Planty shows up to help, then gets out of the way.
Happy Planty
Default state. Greetings, tips, daily check-ins.
“Your pothos looks great today.”
Thinking Planty
Diagnosis in progress, loading states, quiz questions.
“Hmm. Those spots look familiar.”
Celebrating Planty
Streaks, badges, recovered plants, completed lessons.
“Seven day streak. Your plants noticed.”
Warning Planty
Frost alerts, pest risks, overdue watering. Calm, never scary.
“Frost tonight. Your citrus would like a blanket.”
Bad post
“Today's horticultural recommendation...”
Good post
“Your plant isn't dead. Yet.”
12
App Store
The listing sells the same story as the website. Same headline, same voice.
PlantPal
Grow with confidence.
Primary headline
Stop killing your plants.
Screenshot order
- 1Scanner identifying a plant
- 2Plant Doctor diagnosing yellow leaves
- 3Today's care plan
- 4Local weather alert
- 5Academy lesson with Planty
Every screenshot gets one short headline in Plus Jakarta Sans Bold on brand green or background cream. No feature essays.
13
Downloads
Asset packs are being prepared. Until then, this page is the source of truth.
Logo Pack
PNG + SVG, all variants
Coming soonApp Icons
iOS, Android, favicon
Coming soonBrand Kit PDF
This page, printable
Coming soonSocial Assets
Templates and avatars
Coming soonNeed an asset now? Email support@plantpal.app with the subject “Brand assets”.
11
Social Media
Funny. Helpful. Direct. If a post sounds like a press release, delete it.