← Back to Portfolio Agriculture · eCommerce · Co-Founded

The Drain Florist

A sustainable aquaponics and rare plant business I co-founded with my husband Noah.

Founded 2021

Platforms Instagram · YouTube · TikTok · Facebook · LinkedIn

Role Co-Founder, Brand & Marketing

Status Active · Advisory

The brief

Brand and digital presence before the first sale.

The Drain Florist started as an idea and needed everything built from the ground up — brand identity, a Shopify store, analytics, and a presence across five platforms. The business is still in its early stages, focused on education and community while we work toward a larger growing operation.

Scope

→

Brand identity and visual system

→

Shopify website

→

Analytics and tracking setup

→

Social presence across 5 platforms

→

Content strategy and copywriting

Brand identity

A name that came from the system itself.

The name came from the aquaponics setup. The drain is where everything cycles through: functional, unglamorous, and essential. We leaned into that. The Drain Florist is about growing things in unexpected places, with systems that sustain themselves.

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 Shopify, social, and print.

Foundation

Building the infrastructure.

Before anything could go online, the foundation had to exist — business formation, a Shopify store, analytics and tracking, content planning frameworks, and a presence across every platform.

Content & social

Nurturing a community.

The content focuses on making aquaponics accessible — showing the process, what's growing, and what we're learning. The shop comes later. For now, the goal is building an audience that's there when it opens.

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.

Find us online

Website

This is the long game. We're just getting started.

The goal is agricultural-zoned property, a full aquaponics operation, and a brand that's been building its audience the whole time. The infrastructure is in place. The community is growing. The next chapter is when it all comes together.