Direct-to-consumer brand Plant Dept. is rooted in the belief that plants have as much personality as the humans who tend to them. Despite being a succulent, the coral cactus (Euphorbia lactea f. cristata) is inclined to develop an identity crisis, adopting the behavior of a cactus. Anthropomorphizing house plants in this way helped consumers to find their ideal leafy counterpart. Fashion-inspired photography coupled with structured care guides and species profiles helped to showcase each plant's full potential.
40° 40' 34.4" N
73° 59' 33.7" W