Upyard
A modular brand identity for a build-it-yourself garden ecosystem. We developed a dynamic visual identity for Upyard that turns gardening from a traditional chore into a rewarding, interactive activity, balancing practical utility with a sense of play.
Born in Latvia as an offshoot from KRONUS – a Baltic leader in industrial wooden packaging – Upyard brings structural efficiency to the consumer DIY market.
Drawing inspiration from games and leisure activities, the brand reimagines gardening as a customizable, hands-on experience. By treating the garden as a modular space, the design system invites users to "build" and "level up" their green environments, making it highly approachable for both beginners and seasoned enthusiasts.
At the core of the identity is an illustration crafted to communicate growth and gamification, so we introduced bold, structural assets that mimic the progression. For the user, every module assembled or plant nurtured feels like unlocking a new level.
Client: Upyard
Strategy: White Label
Design: Aigars Mamis, Jānis Klaučs
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SIA “Overpriced” signed an agreement on 30.05.2025. No 9.2-17-L-2025/1190 with the Investment and Development Agency of Latvia on receiving support for improving business processes - creating a new company website under the project “Support in process digitalization” financed by the European Recovery Fund.