The process of introducing indoor plants began with hands-on experience gained while working at a plant shop in Milan, where daily interaction with both plants and customers shaped the approach to visual communication. Being directly involved in the retail environment allowed for a deep understanding of how people perceive indoor plants, what attracts them visually, and which information they need in order to feel confident bringing plants into their homes.

The first step was to observe and select plants based on their visual characteristics, growth habits, and adaptability to indoor environments. Each plant was treated not only as a product but as a living design element. Attention was given to leaf shapes, textures, colors, and scale, ensuring that the visual presentation highlighted the natural beauty and individuality of each plant while remaining consistent with the store’s aesthetic identity.

Visual content was then developed to communicate both inspiration and practical knowledge. Through printed media such as plant tags, care cards, and in-store posters, essential information like light requirements, watering schedules, and ideal placement was translated into clear, approachable graphics.

In parallel, social media content extended the in-store experience into a digital space. Plants were styled in realistic, home-like settings and photographed to showcase how they could enhance interiors. Captions and visuals focused on care tips, seasonal changes, and plant behavior. This combination of educational and aspirational content helped build trust, encourage long-term plant care, and position indoor plants as both lifestyle elements and accessible companions in everyday living.