When Your Customers Are Also Your Design Team How Land Of Plenty Rebranded Pot Gang

Creative Boom: News Branding When your customers are also your design team: how Land of Plenty rebranded Pot Gang Pot Gang is a subscription service making it easy to grow your own food at home. Land of Plenty handed the keys to identity to its own subscribers and ended up with a living brand system that's impossible to fake. Written By: Tom May 11 May 2026 There's a design principle that most studios understand instinctively: a strong brand needs a strong author. Keep the identity consistent, controlled and crafted with intention. It's a sound instinct, and it's served the profession well.

And yet London-based studio Land of Plenty looked at Pot Gang, a gardening subscription service with a fiercely loyal community, and found a more interesting question: what if the community itself could be the author? The result is one of the most eye-catching pieces of brand thinking I've seen in a while: a living identity system co-created by subscribers aged four to 64, spanning over 180 unique artworks, and underpinning a business that's since grown at more than double year-on-year.

Pot Gang was born in a South London flat during lockdown: a subscription service making it simple and enjoyable for people to grow their own fruit, vegetables and herbs at home. It now delivers over 20,000 boxes a month and has a 4.8-star rating on Trustpilot. With a name like Pot Gang, it was never going to be a brand that played it safe. It had energy, irreverence and a devoted community from the start. What it didn't yet have, as founder Sam Smith recognised, was a brand structure that could carry it to the next level without squeezing out the spirit that made it worth growing in the first place.

The idea that changed everything Land of Plenty's founder and creative director, Joe Russell, and his team began, as good studios do, by listening. Two themes kept surfacing: growth (both literal and personal) and community, the gang. From those two pillars came the organising idea that would reshape everything: Gang Made. Not a tagline, not a visual motif, but an open invitation to subscribers to help build the brand as creative collaborators, not just customers. "The product was already doing the hard work," Russell says.

"Our role was to build a brand that could grow with its community." The most visible expression of Gang Made is the logo system. Land of Plenty designed the 'Pot' element and handed the 'Gang' to the community, inviting subscribers to submit their own interpretations in any style they liked. Over 180 unique artworks flooded in, and instead of picking a winner, the studio built a system that displays a different version at every touchpoint. The logo is, by design, never quite the same twice. It's a brand that looks like it was made by a community... because it actually was.

From customers to collaborators The Gang Made idea didn't stop at the logo. Land of Plenty invited the community to illustrate a range of fruit, vegetables and herbs, which became characters deployed across packaging, grow guides, seed packets and stickers. The range of contributors was part of the point: Aurora and Megan, aged four and 18 respectively, submitted Rodney the Red Onion. Roisin O'Hagan, 64, from Belfast, drew Raymond the Rocket. The same brief, the same platform, the same creative respect, regardless of age or artistic ability. As Land of Plenty describes it on their own website: "a true level playing field for creativity.

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The article discusses a significant rebranding strategy that involves community co-creation, which is an innovative approach that can influence brand strategy professionals seeking to enhance engagement and authenticity.