Urbilis is the Retail Project’s second brand. It provides indoor gardening products for consumers who love greenery and modern design, but live in urban areas with limited space for gardening. The online store carries products in five categories:
In developing Urbilis, the team wanted to create a brand that felt modern, and also introduced sculptural and natural elements for an unexpected, satisfying feel. Inspirational imagery was key to our development process. The team found many examples of products, artworks, and elements in nature that captured our identity. The Highline in New York City was especially inspirational to us, as it creates a calming and sophisticated feel right above a bustling urban neighborhood.
The team was drawn to the idea of an invented word that evokes both urban living and biology. We found the name ‘Urbilis’ to be an interesting and fresh blend of urban, and the latin root of many names and words found in the plant world. We liked the idea of a fictional plant species that thrives in a modern, chic, and urban environment- perfect for our ideal consumer!