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The Drain Florist
A regenerative aquaponics business I co-founded with my husband Noah.
A regenerative aquaponics business I co-founded with my husband Noah.
The Drain Florist started as an idea and needed everything built from the ground up — brand identity, a website, analytics, and a presence across five platforms. It's our long-term project, and we're funding it with affiliate links and rare houseplants, with the goal of farmland of our own to grow on.
Scope
Brand identity and visual system
Website design and build
Analytics and tracking setup
Social presence across 5 platforms
Content strategy and copywriting
The drain is where everything cycles through: functional, unglamorous, and essential. We leaned into that. It fit the philosophy underneath the business, too — we believe food should heal, not harm, and that working with living systems (fish waste becoming plant nutrition, decaying wood feeding the soil) is a healthier way to grow.
Noah and I developed the visual identity together. Clean, nature-forward, with enough character to stand out in a space that tends toward either overly scientific or overly aesthetic. The logo, color palette, and type system were built to work across the website, social, and print.
Display — Yellowtail
The Drain Florist
Text — Carlito
Growing food with fish is fun for everyone!
Before anything could go online, the foundation had to exist — business formation, a website, analytics and tracking, content planning frameworks, and a presence across every platform.
The content focuses on making aquaponics accessible — showing the process, what's growing, and what we're learning.
Education
How aquaponics works, what we're growing, what we're figuring out along the way.
Behind the Scenes
The real process — the setup, the failures, and what it takes to make a growing operation work.
Community
Connecting with growers, plant people, and anyone interested in sustainable growing.
Education
How aquaponics works, what we're growing, what we're figuring out along the way.
Behind the Scenes
The real process — the setup, the failures, and what it takes to make a growing operation work.
Community
Connecting with growers, plant people, and anyone interested in sustainable growing.
The Drain Florist is where we're building toward farmland of our own — a place to scale our aquaponic system, grow food to eat, and grow rare plants to sell. We're raising funds with affiliate links and the plants we grow, and sharing what we learn along the way in real time. The infrastructure is in place. The community is growing.
Social Media Strategy · Brand Building · Community
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