Case Study

Flora Fern was a micro plant shop that my wife and I owned and operated, a small-format retail concept in a lavender tiny house in a park with an outsized personality. As co-owner and designer, I built the entire brand identity and ran all design across every touchpoint from opening through closure.

The central design challenge with a micro shop is making a small footprint feel complete and considered. Customers walking into Flora Fern needed to feel like they'd stepped into a fully realized world, not a pop-up that might disappear next weekend. Signage, merchandising displays, and the overall shop aesthetic all worked together to create that sense of permanence and personality within a compact physical space.

Running Flora Fern alongside Common Dear, Johnny and June, and Folk and Bones is where I built the operational design knowledge that now informs every client project I take on, I don't just design for retail and product brands, I've run them.