Plantoya
You plant it. It grows for real.
Most impact projects ask you to give. Plantoya lets you plant. Users pick a fruit online, and it goes into the ground on real plots in Madagascar, Kenya and Egypt, tended by local farmers whose communities share in the harvest. From their phone, users follow their patch as it grows, through photos and videos sent from the field.
Brand Appart partnered with Plantoya to build the brand from scratch and design the product around it: brand strategy, brand identity, a mascot and clan system, the e-commerce website, the planting web app and the launch campaign. The brief: make a field thousands of kilometres away feel close, playful and trustworthy at once.
The challenge
Close the distance
The plots are a continent away from the people who plant them. The brand had to make a field in Madagascar feel like something you own and can watch grow.
A pleasure, not a charity
The social impact is real, but leading with it would file Plantoya under charities. The brand had to sell belonging and an immediate payoff, with impact as the proof.
Break the green cliché
Reforestation, eco brands, agritech: the whole category speaks in leafy greens and reads as virtue. Plantoya needed warm, confident codes that feel like play.
Brand Strategy
Belonging first, impact as proof.
The kickoff workshop set the line: Plantoya is a personal pleasure before it is a good deed. You buy yourself a piece of the tropics, you join a clan, you watch your fruit grow. The impact on local farmers is told as proof, never as a plea.
We structured the experience around that promise: a 3×3 plot to fill, clans to belong to and regular news from the field, so the link between the screen and the soil is never lost.
Brand Identity
Warm, playful, rooted in the real.
The identity runs on an orange gradient with brown and cream, a clear break from the greens of the category. A bold wordmark with a white outline holds on photos, screens and packaging alike.
The mascots carry the brand. Fruit shapes sharing one recognisable face, led by the peach, they step into real photos of the plots to catch attention, then guide users through the product. Each clan gets its own fruit and colour, turning a purchase into a team you join.
Deliverable
From the plot to the billboard.
We designed the e-commerce website, from the fruit collection and product pages to a "How it works" that explains the plot model step by step, and the web app where users plant their fruit and follow it to harvest. One design system carries the app screens, the onboarding and the customer space.
Around the product, the brand moves into the real world: merch, plant labels and boxes, social content, and launch visuals built for stories and outdoor.
Result
An orchard people want to join.
Plantoya launched with a brand that makes planting feel like a game with real stakes. The mascots open the door; the field photos and videos keep the promise.
The collaboration continued after launch, from the planting web app to the ad creatives that now carry Plantoya's campaigns, batch after batch.
