Arbor is a self-watering planter with a 30-day reservoir and soil sensors. Its buyers are plant people and design people — an audience that recoils from "IoT device" aesthetics. The page had to sell calm competence: the product's job is that you stop thinking about it.
Editorial, not electronic. A split hero with the product staged in an arched alcove, like a catalogue spread. Sensor readouts appear as small floating cards — present, but subordinate to the object.
One feature per spread. Alternating editorial blocks each pair one claim with one purpose-built visual: a filling reservoir gauge for the 30-day tank, a phone mock for the app, spec numbers set in display type.
Let the plant move. The hero illustration's leaves sway on a slow loop — the only ambient motion on the page, and the reason the product reads as alive rather than rendered.
Gloock, a high-contrast display serif, gives headlines the voice of a garden catalogue; Figtree keeps UI and specs friendly and legible.
Greenhouse glass, deep moss, leaf green, and terracotta — the product's own materials as the palette. No tech blue anywhere.
Magazine spreads: split hero, alternating two-column blocks, a full-bleed moss-dark review section for contrast before the buy CTA.
Swaying leaves, a reservoir that fills as it scrolls into view, a marquee of plant names. Slow, organic easing throughout — nothing snaps.