The British Cactus and Succulent Society is the largest society and charity in the UK dedicated to the cultivation of cacti and succulent plants. While it has built a strong and committed membership over the years, an outdated visual identity has made it difficult to attract a younger generation of enthusiasts.

The new identity reimagines the society as a playful and friendly brand. Designed to engage a younger audience with a humorous tone of voice and colourful visuals, the identity is welcoming and inclusive to everyone who shares a passion for these prickly and weirdly charming plants.