Credits
- Photography —
Thom Atkinson, Billy Tisdall Downes
- Videography —
Billy Tisdall Downes
- Animation —
Zach Waxman, Torren Tripp
Pot Gang — A brand grown by its community
Pot Gang is the gardening company for a new and old generation. Through a subscription service of monthly seasonal surprises, they’re making learning to grow your own fruit, veg and herbs beautifully simple. Seeds, know-how and confidence – in every box.
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Born in a South London flat during lockdown, Pot Gang began life as a true disrupter brand – bringing a youthful, urban edge to an old-fashioned gardening sector.
With a brilliant product and service already in place, our task was about introducing structure that could support its planned growth, and ultimately help the brand blossom.
We doubled-down on the challenger mindset that harvested its early success, channeling the natural energy whilst protecting the warmth and spirit in its roots.
At its core, this was fundamentally a brand about growth (both literal and personal), and its community. We defined these two pillars of the brand as part of the strategy, but they had always been present in its DNA.
From this came the big idea at the heart of the brand: Gang Made. An open invitation to its members, to help grow the brand as creative collaborators, not just customers.
We supplied the ‘Pot’ and asked the thousands-strong subscriber community to submit their creative expressions of the word ‘Gang’. The result is a living logo system of over 180 unique artworks (and still growing) – with a different version used at every touchpoint.
The people-powered approach didn’t stop there. Next, we asked the gang to illustrate a range of fruit, veg and herbs for the upcoming boxes. These joyful characters would become a cornerstone of the brand comms – bringing personality and playfulness to stickers, grow-guides and seed packets.
The community responded wholeheartedly – from Aurora, aged 4, to Roisin, aged 64. A true level playing field for creativity. An allotment of the arts, where the brand continued to grow in people’s (muddy) hands.
Putting our customer base at the centre of our branding is so expressive. From the gang's drawings being used across our monthly boxes, to being the stars of our how-to videos, it all feels so natural and allows us to reflect the energy and diversity of the gang of all ages, from all corners of the country. It’s a living, organic, ever-growing reflection of who we are as a brand. As I said when I first saw it, that’s cold 🥶! And Land of Plenty are to thank for it.
Gang Leader
The main focus beyond the core brand was the packaging and customer journey. We analysed every component in detail – from box formats and inserts, to stickers and tape – with the aim of creating something as playful and engaging as the product itself.
The ‘grow-how’ guidance and support took shape through a flexible packaging suite, spanning monthly subscriptions, special editions and a news mailer. Designed as a system: easy to extend and scale, yet always exciting, varied, and unmistakably Pot Gang.
The results spoke for themselves. As the brand took root, social sharing exploded. Members proudly documented their progress, successes and failures – inviting others to grow along with them.
This momentum led to Pot TV – a YouTube channel of tips and guidance. We harnessed the Gang Made mindset, inviting the community to become the GangStars of the show, with every episode filmed in their own growing spaces. Proof that a strong idea can power everything a brand does.
Pot Gang is now more than a subscription service. It’s a growing movement – rooted in community, fuelled by shared learning and designed to reconnect people with food, nature and each other.
Land of Plenty have been quality. When I first got in touch, Pot Gang had been going for 4ish years, so we had a vibe already floating within our brand and community. But I was struggling to take that feeling and bottle it. Land of Plenty absorbed everything about us and helped Pot Gang express itself in such a fun, joyful and interactive way. Nailed it!
Gang Leader