NewLeaf Brand Iconography

Icons rooted in something real

NewLeaf makes a plant probiotic that genuinely changes how plants grow. It’s a product that sits right at the crossroads of agriculture and technology. Fresh off a rebrand, they needed hand in growing those roots into other parts of their brand ecosystem.

Design Challenge

NewLeaf’s logo has a very ownable leaf shape that needed to be extended into other parts of the brand. So how does one go about incorporating such shape and lines without it seeming out of place is the main challenge.

Solution

I developed a cohesive icon system built around consistency above everything else. Every icon shares the same stroke weight, corner logic, and visual language. The main visual language to keep in present is the leaf design from the actual logo. Even for the complicated and more sophisticated designs.