‘Plant Drop’ is an online retailer for plants, but they face stiff competition in a saturated market with little differentiation. They needed a way to set themselves apart, steal market share and drive sales.We all know plants oxygenate the air, but few know they also have the power to remove every-day toxins in the home. Introducing SMART PLANTS, rebranding an existing range of houseplants as air-purifiers.Working with a lead botanist from Oxford University and inspired by the ‘Energy Rating System’ for household appliances, we created the ‘Pollutant Absorption System’ – for house plants. Complex NASA data detailing plant variants and the toxins they help remove was distilled down into a simple, easy-to-understand key. Now, instead of buying plants based on appearance, consumers bought plants based on their lifestyle.Furthermore, the PAS design system was made open-source for other plant retailers to adopt and integrate into their own e-commerce sites.