Seed,

Seed is a pioneering health company built on the science of the microbiome. Since launch, it has played a defining role in making scientific innovation understandable and beautiful for everyday life. After six years of shaping the cultural conversation around microbes, health, and planetary well-being, the team approached us with the challenge of evolving the brand system to support a growing ecosystem of products, audiences, and touchpoints—without losing the spirit that made Seed stand out. In collaboration with DCA Symphony in Tokyo, we took this evolution as a chance to stretch the identity across new dimensions. The result is a flexible, modular toolkit that balances clarity with expression and adapts across science, storytelling, and culture. The Seed dot, a longtime recognizable symbol, was reimagined as a storytelling tool, where it can now function as a lens, a portal, and a point of entry into deeper ideas. The color system, once strictly minimal, was expanded using a scientific framework—drawing from Darwin’s Nomenclature of Colour to introduce palettes tied to product categories while retaining the brand’s iconic green. In collaboration with Dinamo, we developed a custom variable typeface called Seed Sans. Designed to mirror the microbiome’s behavior, it expands to meet expressive moments and contracts to communicate with precision. A unique character set, referencing scientific notation and the brand’s capsule form, further reinforces Seed’s identity. To bring the system into motion, we created a behavior-based framework built around three natural actions: Grow, Shift, and Transform. These movements establish an ownable rhythm across type, iconography, photography, and other brand elements. From static to alive. From strict to scalable. From singular to systemized. A brand that feels as ambitious and adaptive as the science behind it. Ready to meet the moment, and whatever’s next.