In Zitong Zhao’s elegant identity for TenTen Photosynthesis, the typography does all the talking

In the heart of Los Angeles, TenTen Photosynthesis stands as more than just a plant shop – it’s a living embodiment of how thoughtful design can celebrate the profound resilience of nature. Founded by horticulturist-photographer Jiahao Peng, this creative space brings the outdoors in, offering unique plants, floral arrangements, workshops, and plant-inspired art that celebrate the beauty and flexibility of the natural world. The shop also serves as a community hub where plant enthusiasts connect, learn, and find inspiration. For the brand’s identity, Peng collaborated with Brooklyn-based art director and designer Zitong ‘Tong’ Zhao. “Jiahao Peng is the best client ever! He fully trusts me and believes in my work,” says Tong. This trust enabled a truly collaborative creative process. Though the initial brief was open, it centred on blending nature with design. During their first meeting, Peng revealed his fascination with ferns, showing Tong his collection and highlighting their ‘shade-tolerant’ nature. This adaptable characteristic – thriving in challenging conditions – became the foundational concept informing every aspect of the brand identity. The research phase proved crucial as Tong delved into the botanical characteristics, symbolic meanings, and artistic representations of ferns. She drew inspiration from their organic curves, unfurling fronds, and Karl Blossfeldt’s detailed botanical photography. These historical images capturing plants’ intricate architecture informed a design language balancing scientific appreciation with aesthetic beauty. “My approach was to use the fern as a symbol of resilience and adaptability, creating a visual identity that reflects both natural beauty and strength," notes Tong.