Herboo was launched with a clear ambition: 

Growing a modern life, deeply rooted in nature.

 The brand set out to inspire city gardeners by introducing a curated range of seeds and growing kits, reframing gardening as part of a modern lifestyle. Positioned at the intersection of clarity and creativity, Herboo makes the act of growing accessible, stylish, and deeply grounded in nature.

The development process carried distinct challenges. The curation needed to balance horticultural integrity with modern appeal—offering unusual varieties alongside easy, reliable options. The product architecture had to support different user journeys, from first-time growers to design-conscious customers looking for sets and kits. And the brand voice required careful calibration to cut through the overwhelm of online advice, while remaining approachable, knowledgeable, and encouraging.

Visually, the identity leaned into bold yet refined expression: a design language that was fresh, modern, and rooted in natural tones. The packaging became both functional and aspirational, crafted to guide without clutter and to inspire without pretension. The digital experience extended this clarity—offering an intuitive path from discovery to growing, supported by clear instructions, concise curation, and storytelling that connected directly to the rhythms of urban life.

Herboo is a brand that positions gardening as a modern ritual—an antidote to digital overwhelm and a reminder of the grounding power of nature. By simplifying the journey and an emphasis on the experience, Herboo has carved out a space that feels both timeless and distinctly of its moment: a modern practice for the gardeners of today and tomorrow.

Herboo

Development

Creative

Daniel Malarkey is a curator and advisor whose practice combines narrative construction with a focus on cultural legacy. Approaching his work with the vision of a filmmaker, he builds compelling stories through collections—bringing together works that speak to contemporary relevance while carrying the weight of enduring iconicity.

When developing his brand identity and digital presence, the opportunity was to create a platform that reflected not only his curatorial precision but also his narrative ambition. The identity needed to balance discretion with authority, presenting Malarkey as both a trusted advisor and a visionary voice, while the website became a stage to showcase his exhibitions, writings, and advisory work in a way that felt timeless yet contemporary.

The process carried its own challenges: How to translate the subtlety of curatorial practice into a visual and digital language? How to highlight exhibitions and projects without overwhelming with detail? And how to balance the dual role of advisor and storyteller—serving both private clients and the wider cultural field.

Visually, the brand leaned into cinematic restraint: a design language defined by clarity, contrast, and refined minimalism. Typographic hierarchy and editorial layouts were used to echo the rhythm of narrative construction, while the digital experience foregrounded imagery and text as equal forces—allowing exhibitions and advisory work to unfold with nuance and depth.

The result is a brand and web presence that positions Daniel Malarkey as more than a curator or advisor: as a narrator of cultural memory, shaping collections into lasting stories that bridge past, present, and future.

Daniel Malarkey Advisory

Digital Design & Development

Website Development

Creative Direction

Brand Identity

Daniel Malarkey

In 2025, we were invited to collaborate on a project that asked a simple question: 

How can the tactile power of print reclaim its place in a digital-first world?

It was an opportunity to frame print not as a relic, but as a medium of expression, preservation, and modern heritage—one that carries meaning in every fibre, weight, and finish.

The scale of the project carried its own complexities: Aligning with global luxury houses while working intimately with private clients, exploring new material innovations while protecting the integrity of traditional craft, and translating the nuances of physical texture into a story that resonated in both digital and tangible form.

Our approach drew on a design language of precision and depth—balancing minimal restraint with expressive detail. Every stage of the process was shaped through close collaboration, ensuring each decision was not only technically rigorous but also emotionally resonant.

The result is a body of work that honours the timelessness of paper and print while pushing it firmly into the future. It is both an archive and a statement: a reminder that while screens may capture the moment, only print can preserve it.

As the world continues to evolve, this project underlines our commitment to material integrity, to expressive design, and to creating work that holds lasting impact. After all, our world unfolds on paper.