Conceived in a cold winter in London by gardener John Tebbs, The Garden Edit aims to make the most of his off-season downtime; curating and selling modern items related to gardening that match his aesthetic.

As this was a new business venture, there was no existing brand identity to work with, so part of the brief was to create a brand as well as a store. As this was a store selling beautiful products based on John's gardening perspective which is organic and natural, the site aims to emanate this. GT Haptik was a perfect match for this project. The fonts quirky nature adds a charming touch to a modern typeface, and sets a defining look for a new brand.

The aim is obviously for viewers to purchase the products, so the site needed to be very simple to use. The resulting concept aims to optimise functionality without compromising design aesthetics.

Since launch, the site has attracted a lot of attention. John has been invited to collaborate on many projects including a COS window display and an exhibition in Milan. He has been featured in multiple magazines, including Wallpaper, as well as many online articles.