Branding // A Shop Rooted in Nature

By Land & Sea
Nyack, NY

Some projects arrive with a little extra meaning. This one came full circle. I met Lindsay years ago when I owned my own shop in Mystic, Connecticut. She and her family were loyal customers visiting from New York. So when she reached out to May Assembly about branding her beautifully curated shop, it was an easy “of course.”

By Land & Sea offers consciously sourced pieces meant to be kept and loved for years to come—future heirlooms rooted in beauty and intention. The shop celebrates artisans from soil to shore, honoring the people, places, and processes behind the work. That idea became the heart of the design—land and sea woven directly into the name and identity.

The brand was designed to feel modern yet deeply rooted in nature: light-filled, sunny, and earthy. We explored organic typography that was clean with a slightly imperfect, handmade quality, and marks inspired by block printing meeting abstraction, blending textured, rustic elements with soft, organic forms. The system allows for many variations that work beautifully across applications, creating a playful rhythm that stays cohesive while holding visual interest and unexpected moments.

The shop is always blooming and endlessly inspiring. Follow along—and shop small. 🤍

Branding Studio: May Assembly
Brand Design: Patti Murphy
Brand Copy: Courtney Farrell
Brand Illustrations:  Patti Murphy & Taennyr O'Reilly