Land of Plenty’s Pot Gang identity holds 180+ subscriber artworks

The Brand Identity: Pot Gang is a subscription service that ships seasonal seeds, growing kits and instructional content to its members, to grow fruit, veg and herbs at home. Over 180 versions of the word ‘Gang’ – drawn by its subscribers – sit beneath a single fixed ‘Pot’ in the brand’s logo. The collection is still growing, with a different artwork used at every single touchpoint.

This living logo is the centrepiece of the rebrand by London-based studio Land of Plenty, built around an idea the studio calls ‘Gang Made,’ an operating principle that invites subscribers to shape the brand as creative collaborators. Founder Sam Smith approached the studio four years into running Pot Gang. The product, the community and the irreverent tone were already in place, built in a South London flat during lockdown and grown into a loyal subscriber base. Holding the brand’s homemade character steady at scale was the part that had become harder as it grew.

“The original identity got us a long way and was core to the experience we wanted to create: fun, homemade, the absolute opposite of how the gardening industry looks and sounds,” Smith tells us. “The DIY texture is part of who we are. We aren’t a polished gardening company, and we never wanted to look like one.” As the business grew across more boxes, more touchpoints, special editions, motion content and retention comms, the early energy was getting harder to keep consistent.

“The risk wasn’t that we’d outgrow the homemade feel; it was that without a system, scrappy could tip over into incoherent.” The brief he set for Land of Plenty was direct: don’t smooth us out, don’t turn us into another tidy little gardening brand. Build a system that lets the existing energy hold together across everything. Through its discovery work, the studio found an established, thriving community. Subscribers spoke to each other on the brand’s message boards, swapped feedback directly with the team, shared progress on socials and emailed back as if they already knew the people running it.

From this, two pillars surfaced as the strategic foundation – Growth and Community – and from those came the idea at the centre of the rebrand. “It never felt like we invented Gang Made – more that we uncovered it,” explains Joe Russell, Founder & Creative Director at Land of Plenty. “We simply gave that existing behaviour a name, and it turned something instinctive into something the whole business could build around.” The name itself already carried the seed: growing and making (Pot), paired with community (Gang), with a playful irreverence baked in. Smith recognised the move as soon as he saw it.

“They’d absorbed everything we’d told them about who we are and given us back something that wasn’t just a logo or a colour palette but an actual operating principle. They’d identified what was already in the DNA, named it and turned it into the thing that powers everything else.” Inside the logo, Gang Made does its most visible work. The ‘Pot’ is fixed, consistent, simple and deliberately playful, and it acts as the anchor. The ‘Gang’ is the variable space, drawn by subscribers in whatever style they choose. “The Pot holds everything together, and the Gang keeps it alive,” Russell says.

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The article discusses a unique community-driven rebranding strategy that could influence brand engagement practices, making it significant for the industry while also being relevant to brand strategy professionals.