HerbatoonRebrand
Herbatoon is a one-of-a-kind greenhouse in Yerevan, Armenia. Founded in 1989, it's been a quiet local institution for over thirty years — exotic tropicals, native species, generations of plant lovers walking through. The brand it grew up with had earned its history but was starting to look its age. The job was to bring it forward without erasing what made it Herbatoon.
Role: Brand identity, visual direction, illustration. Solo project.
What I did: Led the full rebrand end to end — strategy, identity, logo system, color, illustration, typography, and rollout across packaging, signage, and social. Took the visual cues from the existing brand and reinterpreted them with a fresher botanical illustration system, a contemporary palette, and a layout language built to live in 2026 without losing the warmth Herbatoon's customers already knew.
The challenge: Rebranding something with thirty years of equity is a different kind of work than building something from scratch. People already love it. Move too far and you lose the regulars; move too little and there's no point doing it at all. The job was to make Herbatoon feel modern without making it feel new — to keep the old soul and give it a new face.
